Scope of Work

In-Store Signage, Environmental Graphics, Brand Marketing, Production Design

Project Overview

As a key design contributor for DXL Big + Tall, I developed and executed creative solutions across a broad range of retail and brand marketing initiatives. My work supported national campaigns, seasonal product rollouts, and localized store needs—strengthening DXL’s in-store presence while enhancing the customer experience for a specialized retail audience.
Collaborating cross-functionally with visual merchandising, marketing, and print production teams, I helped elevate the brand’s retail environment through targeted, high-impact visuals that aligned with merchandising goals and business strategy.

Key Contributions

Retail Signage & POP Design

Designed compelling in-store signage systems, window posters, promotional banners, and POP displays that supported national promotions while maintaining brand consistency and clarity across all store formats.

Environmental & Experiential Graphics

Created large-scale murals, custom wall graphics, and branded wayfinding elements to enrich the in-store storytelling experience and reinforce DXL’s brand values at key flagship and test store locations.

Packaging & Branded Collateral

Led design from concept through production for various branded materials, including fixture wraps, product packaging, marketing kits, and store toolkits, ensuring a unified visual identity across touchpoints.

Vendor & Production Management

Partnered with vendors to source materials, obtain competitive bids, and oversee print production—balancing creative execution with cost-efficiency and tight retail timelines.

Store Buildouts & Prototyping

Participated in test store buildouts, collaborating closely with visual merchandisers to support layout enhancements, fixture testing, and improved customer flow strategies.

Seasonal Campaign Development

Contributed to the design and rollout of seasonal marketing kits distributed nationally, helping store teams implement campaigns effectively while ensuring a consistent branded experience across all retail locations.