Tommy Hilfiger | Tommy.com Rebrand & Tommy Magazine Launch

Rebrand, Redesign, E-commerce, Digital, Print, Editorial, Customer Experience, PR

2015

Agency: Code & Theory
Creative Directors: T. Deitert, A. Schwartz
Art Director: L. Cipriano
Editorial Director: K. Friday
Copywriter: K. Vlahos

North America

Director of Studio Operations, Creative Operations, Editorial Production, Print and Digital Execution, Post-Production Oversight, Cross-Functional and Agency Coordination

As part of a broader brand evolution, Tommy Hilfiger reimagined its owned channels to support deeper storytelling, cultural relevance and commerce. This included a rebrand of tommy.com delivered in close partnership with external agency Code and Theory and the launch of a new editorial blog designed as the digital foundation for Tommy Magazine a biannual print and digital publication supporting seasonal campaigns brand narratives and key retail moments.

• Translating brand strategy into repeatable editorial systems
• Launching a new editorial platform without access to a standard CMS due to parent company technology policies requiring all content to be manually built and maintained through custom development workflows
• Managing complex post-production requirements including retouching color proofing print buying and long-term image archiving across digital and print outputs
• Aligning digital and print storytelling under a single operational cadence
• Coordinating internal teams, external agencies and development partners
• Delivering assets for marketing and PR partners whose funding and timelines introduced additional scope coordination and approval complexity
• Maintaining brand consistency under tight seasonal deadlines

• Established editorial workflows and production calendars aligned to retail seasons
• Built standardized briefing routing and approval processes across digital and print
• Oversaw post-production workflows including retouching color proofing print buying and asset archiving to ensure quality consistency and reuse
• Coordinated internal teams external agencies and development partners to ensure consistency across channels
• Delivered finalized assets for marketing and PR stakeholders supporting funded initiatives and external communications
• Oversaw print production and distribution for Tommy Magazine alongside the digital rollout
• Implemented tooling and documentation to support scale and repeatability

• Successfully launched the tommy.com rebrand alongside a new editorial model
• Delivered Tommy Magazine as a repeatable print and digital publication supporting seasonal campaigns
• Enabled downstream marketing and PR teams with ready-to-use assets supporting funded initiatives
• Improved cross-team alignment and reduced production friction through standardized workflows
• Enabled consistent brand storytelling across owned channels and retail touchpoints