Levi’s REVEL


August 2013 marked the global launch of Levi’s® Revel, a new line of shaping jeans engineered with exclusive Liquid Shaping Technology. I was tasked with redefining the direction of the in-store global launch based on feedback received from initial consumer research. Working closely with Global Art Director, Tracy Skibo, we drove the direction of photography, including using light writing to emphasize movement and shape as a way to express the main attributes of the jeans. I was responsible for designing the in-store center lead, windows, signage and hang-tag, including an illustration to diagram the shaping technology. In addition to designing print materials, providing final global direction and print-ready files for global distribution, I assisted in copywriting and created the Levi’s® Revel style guide for all digital and print assets.