OshKosh B'gosh Art Direction

OshKosh B'gosh Art Direction

OshKosh B'gosh Art Direction

Carter's/OKBG
  –  
12
.
20
.
2015
A screenshot of an email design, featuring kids clothes artfully arranged, all of which feature a theme of space

problem

Sell childrens clothes in an incredibly saturated, cut-throat market.

solution

Provide a best of class, consistent presentation to create relevant, impactful, well-rounded campaigns that deliver a one-two punch of brand and value.

Cute kids, two boys and two girls, in easter attire holding balloons and running through a field
Cute kids, two boys and two girls, in easter attire holding balloons and running through a field
Cute kids, two boys and two girls, in easter attire holding balloons and running through a field
Cute kids, two boys and two girls, in easter attire holding balloons and running through a field

Had you asked me years ago what type of job i'd get coming out of school, I guarantee that the answer would not have had anything to do with children's clothing.

In retrospect, I don't think I could have found a better fit. Not only did I discover growth opportunities that I was not expecting, but I was also able to help re-energize a time-tried brand as it struggled to enter the 21st century. In design school, you tackle the exterior of the brand; the color scheme, target market, mark, et cetera. However, with OshKosh I was given the opportunity to help shape the interior of the brand a la the experience, which has inspired my work more than I ever thought kids' clothes could.

A well-lit corkboard featuring printed concepts with note for various email campaigns, including different photography options and clothing laydown shots
A well-lit corkboard featuring printed concepts with note for various email campaigns, including different photography options and clothing laydown shots
A well-lit corkboard featuring printed concepts with note for various email campaigns, including different photography options and clothing laydown shots
A well-lit corkboard featuring printed concepts with note for various email campaigns, including different photography options and clothing laydown shots

A FORAY INTO ART DIRECTING

Those clothing laydowns didn't shoot themselves. Stakeholders would come to my team with an ask; sell X of this type of product on X day. That was all the direction we have, and I loved it. Working closely with our photography studio in West Midtown, I helped to direct over 50 clothing shoots in my tenure, which were used across all platforms for email promotions, site heroes, social media, and more.

The clothing laydown requirements as set by the stakeholders, which I would need to incorporate into my shots
The clothing laydown requirements as set by the stakeholders, which I would need to incorporate into my shots
The clothing laydown requirements as set by the stakeholders, which I would need to incorporate into my shots
The clothing laydown requirements as set by the stakeholders, which I would need to incorporate into my shots