Tail Activewear.
A new owner, a new attitude, and a real opportunity: relaunch Tail Activewear, long known nationally for women's golf and tennis sportswear, into something bigger. As creative director for the brand, I created every asset behind that relaunch, the website, catalogues, and look books, and helped launch the brand into yoga, teens, and swimwear, expanding well beyond the golf course and tennis court into full sport and glamorous evening wear alike.
Working directly with the fashion and garment designers, I established the new brand look and feel across media, shows and events, the web catalog, and retail environments, directing photo and video shoots and chasing down the right locations for look books, on location and online. That meant working with national retailer brands like Golf Warehouse and Dick's Sporting Goods, alongside small shops carrying Tail too.
A total brand refresh, attitude, and presence, one that continues to thrive as Tail keeps growing into new categories and new audiences. Being part of that growth, and that excitement, was the reward in itself.
