Christy dawn
Creative Rebrand
For Christy Dawn, my team and I gave the brand a Gen Z refresh - fun, bold, and real. We rebranded sustainable fashion by ditching the guilt and leaning into fearless self-expression. I created the platform line “Cutting the B.S. Out of Your Clothes,” conceptualized a tag, and co-developed an experiential pop-up. The result? A campaign that made sustainability feel authentic, modern, and actually cool.
“Cutting the b.S. out of your clothes”
Dress Detox Activation
Say hello to Dress Detox, a Christy Dawn pop-up where guests trade in fast fashion for store credit and a fresh start.
The event encourages a shift toward timeless, sustainable style through clothing swaps, styling sessions, and curated booths from eco-friendly accessory brands—all designed to make sustainability feel bold, fun, and real.
Conceptualized and designed by Nia Jones
“Cut the B.S.”
clothing tags
Bringing “Cut the BS out of your clothes" ethos to life by showcasing custom tags Christy Dawn attaches to garments. Each tag features a unique anecdote and a QR code that leads to a page with styling suggestions for your new garment and a quick story of how it was made.
Designed by Bella Eaton
Conceptualized by Nia Jones