Trina Turk had 30 years of brand equity and a
print-driven aesthetic that its customers loved — but no coherent visual system, and a discounting habit that had quietly eroded both the margins and the brand's sense of self. I came in to build the infrastructure that had never existed: a clear brand voice, a photography direction that actually reflected the clothes, and a seasonal storytelling rhythm that gave the whole team something to work from. The business results were real, but the more interesting work was just making the brand feel like itself again.