Redefining tech accessories for the global luxury market.
Partnering with the NY, SF, and Shanghai-based team of product designer David Watkins (InCase, Skullcandy, JanSport), I helped launch luxury tech accessories brand ADOPTED as Executive Creative Director. The foundation of the brand was a thoughtful, premium approach to what was previously viewed as a mundane personal accoutrement: the smartphone case. We treated every stitch, surface, and sales pitch with the same reverence as a high-end fashion house.
ADOPTED was initially intended to be limited to its own online retail destination, but owing to the compelling products, engaging brand story, and high-end presentation, we were picked up by Apple Stores globally within four months of inception. This rapid success forced a massive scale-up; design and production were expanded in China and our operations moved to New York City almost overnight. We debuted at CES and won a Red Dot Design award. We did loopy 3:00am conference calls. I practically lived at Swork. It was both exciting and exhausting, and allowed me to pivot to an industry that I didn’t have a lot of prior work experience in (aside from some killer orange penny loafers, and this shirt).
As ECD, I saw Adopted through its launch in the Apple Store, Barneys NY, and other major retailers. Our team built the brand from the ground up, developing Adopted’s strategy, identity, messaging, and digital ecosystem. My responsibilities included everything from product packaging and print to a full-featured eCommerce website, brand films, and Fashion Week event materials. We also handled white-label OEM packaging design for several other premium tech brands looking to capture our aesthetic. Seeing ADOPTED featured in top fashion magazines and worn by the likes of Bar Refaeli and Rachel Zoe was the ultimate proof that we had successfully turned a utility into a style statement.
As a 360º digital undertaking, it was both challenging and tremendously fun. Building a luxury brand from scratch requires a cohesive strategy that translates across cultures and platforms. For ADOPTED, I led the development of the brand’s entire DNA—from the naming and core essence to the messaging that positioned a smartphone case as a premium fashion accessory. To support our global debut, I wrote and oversaw the post-production of brand films and directed the creative for a full ecosystem of digital display ads, high-engagement newsletters, and a multi-channel holiday activations. I loved working alongside such a diverse, international team, who helped me ensure that every digital touchpoint—whether a 15-second spot or a targeted email—maintained the sophisticated, high-end feel that defined our physical products.
