Let's turn a hit bag into a $20M brand

As Creative Director for Bespoke Post’s Private Labels, I helped grow Halfday from a single SKU into an 8-figure direct-to-consumer brand with a 15+ product lineup. I led the brand from its earliest days—overseeing strategy, identity, and product design—and helped launch it as a standalone DTC Shopify site, doing quick market validation via paid ads and organic Tik Tok before onboarding dedicated teams.

BRAND STRATEGY CREATIVE DIRECTION MARKET RESEARCH PRODUCT DESIGN PACKAGING DESIGN GROWTH MARKETING CONTENT STRATEGY

Brand & Creative Strategy

We built the brand around our hero product—a 2-in-1 garment duffel designed to simplify travel and eliminate wrinkles. That idea of packing smarter for long weekend trips became the foundation for our identity and marketing. • Developed messaging framework rooted in product innovation • Positioned brand in travel lifestyle vs. commodity luggage

DTC Shopify & Social

I was part of a lean team that launched Halfday as a standalone DTC brand, overseeing creative direction for growth marketing, organic Tik Tok, and e-commerce. • Scaled from 0 to 8-digit revenue within 2 years • Drove top-of-funnel reach via organic Tik Tok creator strategy

Product Dev & Launch Plans

We quickly expanded our line plan with Good/Better/Best versions of our hero product, coordinating accessories, and additional "long weekend" bags. I led an in-house team to design and produce the expanded assortment using customer insights, sales data, and marketing performance to inform our creative decisions. • Sold out of premium garment bags in 3 weeks • Increased average order value by 23%. • Built product architecture supporting 70%+ margins

Credits

Creative Director, Bespoke Post Private Labels: Marcelo Cardoso Chief Merchandising Officer: Leann Greto TikTok agency Partner: Goodo Studios Brand Managers: Jake Bronstein, Julia Fenwick Brand Associate Creative Director: Dina Witten Product Designers: Sarah Vergin, Evan Gleason, Tim Predzimirski Graphic Designers: Lucas Janos, Abigail Lund, Shelly Lu Product Developers: Meg Amsterdam, David Jaffe Photographers: Kevin Wells, Jay Mason, Drew Gardner, Photo Art Direction: Claire Levy, Lucas Janos, Dina Witten

MORE WORK

Client

Halfday Travel

Services