Led a brand refresh for Tate’s Bake Shop rooted in strategy, storytelling, and style. We began with collaborative workshops alongside the Tate’s marketing team to surface key brand insights and align on a shared vision. The challenge: modernize the brand while honoring what longtime fans love. I helped shape the creative direction through mood boards and visual concepts inspired by the cozy sophistication of Nancy Meyers films and Southampton charm. Working closely with talented cross-functional teams, I guided the project from concept to execution, partnering with a UI designer on a refreshed website, overseeing copy to ensure brand voice alignment, directing a two-day photoshoot, and managing post-production through final asset delivery. The collective effort helped reset Tate’s visual tone and ultimately earned our agency the role of lead creative partner.