Brand
E-Commerce
Launch
Launching Aéropostale’s loungewear sub-brand from zero, online first.
Role
Senior E-Commerce Art Director
Years
2013–2017
Scope
Sub-brand launch · campaigns & e-commerce
Parent
Aéropostale
Overview
Live Love Dream was Aéropostale’s bet on loungewear and lifestyle: a sub-brand born online rather than in stores. I art directed its digital launch and growth: the identity in market, the campaigns that gave it a voice, and the e-commerce experience where it lived.
Client
Live Love Dream · Aéropostale
Role
Senior E-Commerce Art Director
Partners
Brand · Merchandising · E-Commerce
Years
2013–2017
01 · The Challenge
A new brand with no shelf to stand on.
LLD launched without the storefront presence its parent enjoyed. The brand had to establish an identity, an audience, and a business case almost entirely through its digital expression, and do it inside a teen retailer’s production reality.
02 · The Approach
Build the brand and the store in the same gesture.
We treated identity, campaigns, and the shop experience as one system: a relaxed, lifestyle-led voice distinct from the parent brand, carried consistently from campaign imagery to category page so the brand felt whole from day one.
03 · The Work
A sub-brand with its own gravity.
Outcome
What I delivered.
0→1
digital-first sub-brand launch
4 yrs
growing the brand from launch to flagship line
1 system
identity, campaign, and shop built as one
50+
campaigns across site, email, and social
Let's build something that lasts.
Hire me for a senior creative or design role, or bring Rire Design in on a project or retainer.
