I am currently the Director of Corporate Brand and Content for Signet Jewelers (parent company of Kay, Zales, Jared, and 8 other jewelry brands).
During my time at Signet, I have co-created the company's first-ever corporate creative and content team, led its brand identity work, launched and created content for their digital/social channels, oversaw its network of creative and SEO vendors, and held responsibility for the creative budget.
Below are a few of the examples of my work that I’m most proud of.
Bringing a Purpose to Life
I contributed to defining Signet’s first-ever purpose: “Inspiring Love”. This purpose provides Signet’s 30,000+ employees, 11 consumer brands, and company leadership with a unifying ‘north star’. Throughout my time at Signet, I developed hundreds of creative products to bring Signet’s purpose to life through copy, graphics, video and animations. Here are just a few examples.
Signet's logo was updated to include a new 'wispy' heart, adding warmth and better aligning with the company's purpose of Inspiring Love.
A recurring visual cue for Signet's purpose is incorporating a compass into the "N" in Inspiring. The compass affirms the company's purpose of Inspiring Love as its "north star".
A magic 8-ball created for Signet's 3,000+ store managers and distributed as part of the annual leadership conference.
"Inspiring Love" was introduced as a unifying ethos for the company's culture, customer service, business strategy, social activism, and approach to innovation.
One of the creative ideas for introducing "Inspiring Love" was to distribute t-shirts to all Signet employees.
The Signet Love Inspires Foundation incorporates two 'wispy' hearts to create Signet's "S" in the negative space.
Brand Identity Package and Assets
My team was tasked with creating assets for Signet Jewelers that went toe-to-toe with those used by the household names in retail, like Starbucks, Walmart and Target. My small team created an engaging new look, feel and tone for Signet Jewelers. This included a color palette, illustration style, tone of voice guidelines, typography, presentation templates, infographic templates, custom logos for business resource groups, photography style, and more.
Example from Signet's brand style guide.
Example from Signet's brand style guide.
Examples from custom illustration library.
Examples from custom illustration library.
Business Resource Group custom logos.
Mountains of Social Content
I launched Signet’s corporate social media channels, growing the company’s audience and engaging critical stakeholders around the world. Publishing a regular cadence of social content helped position Signet as a culturally-relevant company at the forefront of transforming into a digital-first retailer. Signet’s Twitter and LinkedIn accounts gained more than 3 million impressions with organic and a few small paid campaigns in 2022. Below are just a few examples of visual assets I directed for our social channels.
Developed a series of 15 graphics touting sustainability and citizenship accomplishments
Part of 15 graphics celebrating sustainability and citizenship accomplishments
One of 15 visual assets recognizing sustainability and citizenship accomplishments
Promoting CEO's appearance on Cheddar News
Sharing article I wrote to recap earnings call, resulted in trade media pick-up
Graphic showing students considering careers in the jewelry industry
Social asset for National Coming Out Day
Pride for a Great Place to Work
Creative assets to celebrate Signet’s distinction as a Great Place to Work-Certified company.
Campaign Assets for One of Retail’s Most Comprehensive COVID-19 Safety Programs
In response to the COVID-19 pandemic, Signet created a comprehensive safety program called Love Takes Care. I led the concepting and creation of all creative assets for the program, including logos, photography, video scripts, video shoot at 4 locations, and copy development.
Logo for Signet's Love Takes Care safety program
We developed Love Takes Care videos specifically for Signet's consumer brands, like Piercing Pagoda.
Logo for Signet's Love Takes Care safety program
Signet's consumer brands, like Zales, used our campaign direction to build out their safety messaging.
The program received media coverage and recognition across retail.
Love Takes Care was a multi-year campaign that encompassed new policies like providing time off to receive COVID vaccines.
A still from one of our video shoots showing detailed safety protocols for consumers.
Launching an Award-Winning Intranet
When I joined Signet, the company had 7+ platforms for internal collaboration and sharing. I led the search, selection, onboarding and creative for the company’s first-ever single intranet. This included evaluating 10 potential vendors and making the business case for the multi-million dollar project. One year after launch, the platform is used daily by 70% of Signet’s retail workforce, reached more than 7 million views, and received an award from the vendor. The cherry on top? The company sunset 6 internal platforms to achieve cost savings and simplify internal communications.
Our team named the intranet "The SIGnet", applying a creative double meaning to the company's name.
Screenshot of intranet - desktop
Screenshot of mobile homepage (70% views on mobile)
Recruiting Assets for Hard-to-Fill Jobs
I led the creative strategy, art direction and outreach plan for these assets used to recruit experienced jewelers in Canada.
A Library of Testimonials Celebrating a People-First Culture
I led the project team with the goal of improving Signet’s ranking on Glassdoor. A primary strategy was to increase reviews by current employees. I directed a consistent design approach for more than 30 testimonials used to encourage employees to leave Glassdoor reviews and share their positive experience.
Directing an Environmental-Focused Jewelry Photoshoot
Signet had a shortage of product photography that could be used to support their sustainability content. I organized and directed a quick-turn photoshoot that delivered high-quality photography used by Signet and its consumer brands.
Employer Branding for a People-First Company
To bolster the company’s reputation and ability to recruit top talent, I led the reinvigoration of Signet’s employer brand, especially on channels such as LinkedIn, Glassdoor, and the company website.
In 2020, these channels were dormant. In 2022, Signet earned more than 2.7 million impressions on LinkedIn and 1 million impressions on Glassdoor.
On Glassdoor, Signet’s rating improved by a full star in one year to surpass Tiffany, Brilliant Earth, and even Walmart. This was accomplished through a sustained internal campaign that encouraged Glassdoor reviews from current employees.
