Rebecca Minkoff started as a small indie label and grew into a global fashion brand. I joined at a moment when the audience was there, but the brand hadn’t fully been defined yet, which gave me the opportunity to help shape its foundation. I started with the identity system and led creative direction across the brand. From a full website overhaul to product and packaging design, email strategy, and six seasonal lookbooks a year, I art directed every piece to keep the brand feeling cohesive as it scaled.

We were young. We didn’t sleep.

Below are a few selects from one of my favorite shoots from that time.