During a transitional period, I took over as Creative Director for all the brands of HBC, including Hudson's Bay. We defined the tenets of the brand—inclusivity, familiarity, variety, and Canadian identity—and built a strong creative foundation for future growth. We brought in new youth-focused agencies to update the brand aesthetic, and unlocked The Bay's powerful heritage assets: their name and legendary stripes.
IMPACT
• We unified the brand's identity across a wide array of media.
• We connected the Trans Canada trail for Canada's 150th birthday, reinforcing the brand's connection to the country.
• Online, we drove record-breaking traffic to TheBay.com, including the site's biggest day ever.
• We unified the brand's identity across a wide array of media.
• We connected the Trans Canada trail for Canada's 150th birthday, reinforcing the brand's connection to the country.
• Online, we drove record-breaking traffic to TheBay.com, including the site's biggest day ever.
INCLUSIVITY | We jumped at opportunities to cast models who would be representative of a diverse new generation of Canadians. That included creating our own boy band and girl band, and celebrating a more personal approach to 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.
CANADIAN IDENTITY | To celebrate the country's 150th birthday, Hudson's Bay raised funds to connect the Trans-Canada 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 | Every season, we celebrated our competitive advantage—an assortment that covered the best in fashion, beauty, furniture, homewares and more. The Fall 50 introduced trends, emerging brands and other sources of newness to the entire fleet of stores.
VARIETY | At Hudson's Bay, you can find more product categories than at any of our competitors. So we put breadth at the center of our campaigns.
