I joined True Religion in 2021 as Brand Editor and grew into a leadership role, ultimately becoming a member of the creative leadership team and partnering closely with Brand Marketing, E-commerce, Design, Merchandising, Communications, and Retail.

During my four years with the brand, I had the unique opportunity to be part of a cultural comeback, helping explore and rediscover the brand voice for its next chapter.

I crafted and evolved the brand voice, developing messaging frameworks and voice guidelines that became the written foundation across campaigns, product and collection storytelling, email, growth marketing, organic social, e-commerce, and special projects.

I led and mentored the copy team, managed creative workflows and deadlines, and collaborated with key stakeholders to bring seasonal campaigns, product launches, partnerships, and ongoing brand storytelling to life. Balanced brand consistency with evolving audience and performance insights, ensuring every touchpoint felt distinct, compelling, and true to the brand.

campaign scripts

In the press

✴︎True Religion Taps Anitta to Lead ‘Own Your True’ Campaign
✴︎True Religion Opens Its Vault as Circularity Takes Priority
✴︎Tap Into Your Inner Baddie With True Religion’s New True Baddie Collection
✴︎True Religion reboots its loyalty program ahead of Black Friday
✴︎Chief Keef celebrates 20 years of True Religion in new collection with the brand

brand voice

I approached the brand voice as more than a set of rules. It was about capturing the spirit of music and translating that energy into language. Drawing from the attitude, rhythm, and cultural influence of the brand, I created voice guidelines that gave the team a shared language while leaving room for personality, spontaneity, and creative expression. The result was a flexible framework designed to keep every touchpoint feeling distinctly True Religion while evolving with the culture around it.

ford x true religion

los angeles rams x true religion

Full stadium wrapped tickers running thought the entire game day. Full digital asset ranged from TV Spot, Digital Pylon, Digital Kiosks, & physical printed OOH handouts.

true rewards loyalty program

Creative overhaul and rebrand of True Religion’s loyalty program. Previously known as “True Fam,” we set out to create a name and identity that felt more intuitive, enticing, and immediately communicated the value of being a member, giving customers a clear reason to engage.

Previous loyalty program copy, also developed by me in 2021. The creative direction was to inspire this idea that our program was a community or in this case, the fam.