Juicy Couture
Editorial Direction & Tone of Voice
Brand Marketing & Content Creation
juicy grows up
After Juicy Couture founders, Pam and Gela, left the company, leadership assembled a team to reposition and revive the brand. Lisa was hired as the brand’s first Editorial Director and became a key player on the small team that led the rebranding and positioning efforts.
The Juicy Girl had grown up but the brand was stuck in the past. With that in mind, Lisa helped develop a new brand persona and tone of voice to reflect and attract a new audience.
She led the 360-degree storytelling efforts across marketing, advertising and PR. Lisa also established the brand’s social media presence and created the brand’s first blog featuring all original content.
