I concepted and led creative and art direction for Tillys’ Holiday 25 campaign, which was rolled out nationwide across all store locations. The campaign came to life through a fully refreshed in-store experience, spanning storefront window signage, in-store promotional assets, and seasonal visual storytelling. I designed and oversaw a complete revamp of in-store signage, with multiple mid-season creative updates to support key retail moments including gifting, Black Friday, and Cyber Monday. To ensure consistency and scalability, I built a comprehensive creative toolkit that aligned cross-functional teams and enabled cohesive execution across all channels.