A rich legacy and a dynamic future for Canada’s oldest retailer.
Taking The Bay from outdated department store to digital platform.
I helped lead the team that repositioned the Hudson’s Bay Company as an online retail powerhouse — The Bay — with a focus on storytelling, original content creation and culturally relevant partnerships at the intersection of fashion, sports, and creativity.
Live a colourful life.
To establish this 352 year old brand as a curated gateway to retail, content and Canadian culture, we needed to convert every customer from just a buyer of goods to disciples of the brand itself.
We rebuilt the connection to the brand and increased customer love by establishing The Bay platform as the destination, earning back life and style cred. We tapped into the needs and sensibilities of younger consumers and what they care about: sustainability, representation, community, social good. In the end we evolved from the traditional notion of a retail store to a digital-first marketplace. Customers are inspired to shop but also inspired to be proudly Canadian by aligning with The Bay and what it represents.
The Bay x The Raptors: a partnership for change.
As part of The Bay’s mission to drive meaningful change in Canada, we partnered with the Toronto Raptors and the NBA on a limited-edition capsule collection for a good cause. With every piece purchased, 100% of the proceeds were donated to Charter for Change, our foundation dedicated to advancing racial equity in Canada.
A full-court press that transformed a brand.
What the team delivered:
Editorial strategy + publishing
Creative Collaborations
Branding and Design
Tone of Voice
Packaging
Art direction
Full funnel creative
Content + video strategy
What we accomplished:
Cohesive storytelling and identity (a full rebrand)
Connection to culture
Purposeful representation
Purposeful disruption
Attracted new partnerships + collaborators.
Broadened vendor partner opportunities
Drove revenue participation and overall engagement
Increased shopping consideration in key categories