Edwin North America
Role: Creative Director

As the legendary Japanese denim brand expanded into North America, Edwin approached me to to refine it’s brand expansion for a new audience. Drawing inspiration from it’s heritage as the first global denim pioneer to hail from Japan post WWII, I began the development of an icon modernized for a new world, with a solid footing in the authenticity of its past. Starting with the launch of its North American e-commerce platform and banner store in Toronto, Canada, I helped develop and guide the initial brand expression through its fledgling performance marketing program, social media channels, in-store and trade-show events. Supporting both Sales and Marketing teams to ensure a cohesive brand presence in all channels, I monitored site and channel performance to optimize creative to achieve marketing goals, and continued to open new channels and opportunities to continuously build and audience in the America’s for the brand. Consulting on SEO and implementing performance testing in social channels, I helped traffic and revenue increase exponentially in the first two years, with e-commerce proving to be the fastest growing channel as brand recognition expands.