During a transitional period, I took over as Creative Director for all the brands of HBC, including Hudson's Bay.
In a few months, we defined the tenets of the brand—inclusivity, familiarity, variety, and
Canadian identity—and built a strong creative foundation for future growth.
In a few months, we defined the tenets of the brand—inclusivity, familiarity, variety, and
Canadian identity—and built a strong creative foundation for future growth.
INCLUSIVITY | Representation matters—so we jumped at opportunities to cast models who would be representative
of a diverse new generation of Canadians. For a Back to School event, we created our own boy band and girl band.
of a diverse new generation of Canadians. For a Back to School event, we created our own boy band and girl band.
INCLUSIVITY | A series of beauty campaigns celebrated a more personalized vision of beauty.
FAMILIARITY | Hudson's Bay's stripes are as recognizable as the Canadian flag, but they were being
under-utilized as a defining symbol of the brand. We brought the stripes into the website UX design,
incorporating the colors throughout and even building them into the top navigation.
under-utilized as a defining symbol of the brand. We brought the stripes into the website UX design,
incorporating the colors throughout and even building them into the top navigation.
FAMILIARITY | Hudson's Bay is also known simply as "The Bay", and we played into this nickname by utilizing it
in a variety of activations: from reinventing the creative supporting the store's tentpole "Bay Days" shopping events,
to creating a "Bay Mine" Valentine's campaign, to launching a "The Bay Prom Squad" for prom season.
in a variety of activations: from reinventing the creative supporting the store's tentpole "Bay Days" shopping events,
to creating a "Bay Mine" Valentine's campaign, to launching a "The Bay Prom Squad" for prom season.
CANADIAN IDENTITY | To celebrate the country's 150th birthday, Hudson's Bay raised funds to connect The Great Trail, a 15,000-mile system of hiking trails that stretches from the Atlantic to the Pacific to the Arctic oceans. We shot our seasonal campaign along the trail—now the longest recreational, multi-use trail network in the world.
CANADIAN IDENTITY | We also leaned into the upcoming Olympic Games, as Hudson's Bay is the traditional outfitter of the Canadian National Team. Athletes were the stars of our spring/summer campaign, with the Olympic Collection being added to our top nav.
VARIETY | At Hudson's Bay, you can find more product categories than at any of our competitors.
So we but our breadth at the center of our holiday campaign.
So we but our breadth at the center of our holiday campaign.
