thérapie new york (new york, ny)  //  branding, graphic illustration, surface pattern design, print design, art direction

the project: Print, signage and promotion design for a boutique department store in New York City's Upper West Side + branding and promotion for a new store location in a revamped retail space built inside a former church

my role: Creative Director/Lead Designer 

to do: Led the comprehensive seasonal branding and promotional strategy for a luxury retailer on the Upper West Side, including the high-profile launch of a new location within a historic, repurposed church. The project required a sophisticated balance between the architectural heritage of the site and a modern, high-end retail experience. Conceptualized and designed a full suite of in-store and window signage, large-format posters, and point-of-sale displays to define the new retail environment. Developed custom patterns and layouts for premium packaging, including gift wraps, tissue paper, and specialty tote bags featuring original copywriting. Designed integrated direct mail campaigns and promotional collateral to drive foot traffic and establish the brand’s presence in the neighbourhood. Provided creative oversight for window merchandising, digital marketing, and press kit development to ensure a cohesive 360-degree brand narrative.