Lead Designer — Concept, Graphic & Print Direction, Collection Design | Family Matching Sleep

Holiday at scale. Graphic storytelling that sells through.

Heart & Heritage is a Holiday 2024 family matching sleepwear collection designed to deliver warmth and joy through a modern lens — classic silhouettes elevated by playful graphics, rich plaids, and festive details that feel timeless without feeling tired.

As Lead Designer, I owned the full design scope from concept through collection hand-off. Working cross-functionally with the graphics team, buyer, and CMF lead, I developed the graphic and print language for the line — establishing a visual system anchored in traditional holiday iconography, reinterpreted with a fresh, contemporary sensibility. The H&H graphic identity was designed to coordinate across family members while maintaining age-appropriate scale and proportion.

The collection delivered on the commercial brief: high-impact graphic storytelling, strong in-store shelf presence, and a coordinated family assortment with broad size inclusivity from baby through adult. Every design decision — from plaid scale to embroidery placement — was made to maximize perceived value at the opening price point.

Graphic systems built for shelf impact. Coordinated from infant to adult.

As Senior Designer + CMF lead, I built a unified family outfitting story that aligned color, print, and fabric across all categories. The result: 78% IMU, 98% sell-through, and a standout in-store experience that boosted multi-family shopping and elevated the Heart & Heritage brand.

Partnered with the graphic designer, Buyer, and Creative Director to drive the visual direction—providing trend insights, color guidance, and concept inspiration that shaped the graphic language for the line.

Graphic & Print Direction

COLLECTION

TOGETHER FOR THE SEASON

Heart & Heritage Family Sleep brings the magic of the holidays to life through coordinated prints and cozy essentials designed for the whole family.

Material Direction

Soft cotton-rich jerseys and brushed knits deliver breathable comfort and a cozy hand feel. Durable constructions and easy-care finishes ensure lasting softness—designed for restful nights, festive mornings, and holiday traditions shared across the whole family.