kay jewelers

When I joined Signet, Kay’s creative ecosystem prioritized a single, centralized channel, with other formats built to support it. My role was to elevate the visual language while preserving scale, budgets, and production velocity.

I redirected the work toward a more editorial, image-led approach, introducing elevated casting, top-tier photographers, and social-first video designed to stand on its own. Within the same constraints, we delivered nearly double the assets with a clearer point of view across channels.