Art Direction & Design for the Victoria’s Secret PINK Nation app, in-store print activations & special events

Managed a team of digital and print designers, overseeing workflows across print, experiential, and digital experiences, including daily site updates, seasonal launches, and events. In an agency-like setting, we fostered skill-sharing, cross-functional knowledge, and inspiration, ensuring every voice was heard.

A capstone project included the relaunch and rebrand of the PINK Nation app, which generated 13 million dollars in sales in its first month and drove 17% of total digital traffic. PINK Nation brought a trendy, Gen-Z sensibility to the brand that never took itself too seriously. I had the pleasure of presenting our team’s work in our bi-weekly executive leadership reviews, bringing surprise and delight with each new activation.

PINK Nation Motel

In May 2017, PINK hosted PINK Nation Motel; an immersive road-trip getaway for PINK Nation members in Palm Springs.

This experience debuted with Let’s Road Trip, a PINK Nation app-exclusive game that gave members a chance to attend the PINK Nation Motel. Drawing inspiration from the bold neon signage of 1960s Palm Springs and the sun-soaked hues of the Southwest, the game’s vibrant graphics inspired the on-site events, immersing winners in an authentically PINK take on Palm Springs.

Let’s Road Trip drove ~4.5 million sessions with an average session length of 5 minutes and 30 seconds.

I Spy PINK

I Spy PINK was a PINK Nation app-exclusive hide-and-seek game featuring PINK’s 2017 Spring Break packing essentials.

This four-week experience challenged user memory and agility across four tricky maps. The game drove over 2 million sessions, about 50,000 per day, and generated approximately 2.2 million in sales tied to offer redemptions.

PINK GRL PWR Project

The 2019 PINK GRL PWR Project was a PINK Nation exclusive digital application for women between the ages of 18-25 to tell us how they would responsibly invest $10,000 into their dream project. Final applicants were hand-selected by an all-female jury of CEOs, entrepreneurs, and business owners. The digital application generated 5,000 applicants.

Elements from the GRL PWR Project application informed the remaining GRL PWR collateral including mailers, billboards, and the GRL PWR digital hub.