J.McLaughlin

DIRECTOR, BRAND CREATIVE JUNE 2018-JANUary 2020

I came to J.McL as the first full-time creative at its headquarters in Greenpoint, Brooklyn. I was able to build out a small but mighty team and oversee all brand creative, including a website re-platform, e-commerce photography style guide, email calendar and design, and social media content. I was also responsible for scouting, planning and art directing every location shoot, as well as layout design for the national catalog. Busy, but never dull!

national catalog

Misc. covers from over the years

Art direction

Travel is in the DNA of the McLaughlin brand. The company is known for its “Main Street” retail footprint, and the related hyper-local approach to clienteling and philanthropy. Because of this, we often traveled to the places where J.McL stores were located to tell the story of the product and the place.

Location photography: Arnaldo Anaya-Lucca

Studio photography: Fumie

Brand videos

While the photography for the national catalog was certainly priority at shoots, motion really brought the brand to life in an always optimistic, fun way. These mini monthly brand “episodes” were used on social media and in store windows.

About the Brand

Founded by brothers Jay and Kevin McLaughlin in 1977, J.McLaughlin is a retail fashion brand with offerings for women, men and kids. With over 150 stores nationwide, the brand is best known for its clean-cut urban prep essentials to bright, playful vacation wear and is produced in proprietary fabrics and prints. The customer is largely female, and skews towards the 40-65 age demographic.