Building a best-selling brand 

In 2015, I played the dual role of strategist and copy lead on the team that named, positioned, branded and launched Calia, a women's active lifestyle brand from Carrie Underwood and Dick's Sporting Goods, and DSG's first foray into female-focused marketing.

With Carrie Underwood's authenticity at its roots and DSG's quality at it's core, we built a brand that could genuinely motivate women at every fitness level. Because we all need a little push to help us STAY THE PATH.

Launch Campaign

Fall '15 Campaign

Spring '16 Campaign

Fall '16 Campaign

Clio Sport Award, Print, 2016

Clio Sport Award, Branded Content, 2017

My Role: Creative Strategy, ACD Story – ACD Art: Catherine Schier
AD: Kristin Murphy – GCD: Grace Chu - CCO: Madonna Badger