The Signature Collection is L.L.Bean’s elevated take on its heritage classics—featuring refined fits, premium materials, and a more modern design perspective.

We needed the visual story to match that evolution: modern and editorial, yet grounded in the brand’s authenticity.

I helped lead the visual direction from concept through execution, shaping a cohesive narrative that elevated product perception and strengthened cross-channel consistency.

• Unified design, styling, and brand teams around a clear visual POV

• Established an editorial yet approachable tone across digital, print, and in-store

• Directed large-scale seasonal shoots supporting omni-channel rollout

• Built a cohesive campaign framework for the most expansive Signature launch to date