Project: New Hope Girls for Vera Bradley

Each year, Vera Bradley partnered with New Hope Girls for International Women’s Day, a non-profit organization providing rescue, refuge and restoration to girls and women from the darkest and most difficult places in the Dominican Republic, and donated a percentage of sales from a limited-edition collection of bags and accessories. From concept to completion, I led the direction of this campaign. Inspired by the butterflies and handwritten, heart-felt notes from the girls and women and New Hope Girls, we delivered warm, inspiring, and soft assets. From the photo studio, I led the implementation of photo assets through email, social and website working with a team of designers to execute and deliver assets that told the story of such a beautiful, hope-centered organization.