OBJECTIVE
Create a campaign as bold and innovative as the new technology going into Cole Haan’s latest footwear line.

SOLUTION
Cole Haan launched the #WriteNewRules campaign to introduce 4.ZERØGRAND. The message behind #WriteNewRules is to rethink and change the “rules” of work. A significant component was the teams’ collaboration with 6 international artists, which yielded a poster giveaway with purchase and a user submission contest on Instagram.

ROLE
I designed and shared a system with the internal teams (Brand Design, Production, Visual Merchandising) that lived across Cole Haan’s digital presence, as well as 300+ stores worldwide. The system included artists’ posters, heroic macro product crops, typography treatments, and lockups. I created in-store signage, and flexible layout options for window displays which distinguished one location from another, especially in cities with multiple stores.