I led the design for the inaugural Marshalls Good Stuff Social Club, marking both the first event of its kind and my first opportunity to work on the Marshalls brand. The event’s design coincided with Marshalls’ brand redesign, requiring me to adapt and evolve elements as they became available. Despite challenges posed by a large team, shifting deliverables, tight timelines, and limited project management support, I successfully navigated these obstacles. I encouraged team members to take greater ownership, reducing the strain on Design and Creative, and held meetings with individual departments to identify pain points and implement actionable process improvements.

The Good Stuff Social Club became the most successful PR event in Marshalls’ history, achieving 1.5 billion impressions and significantly increasing brand lift across all sentiment metrics. This multi-day event featured expert-led discussions on inspirational topics, interactive sessions, networking opportunities, and premium giveaways of even more good stuff—creating a dynamic environment for women to connect, learn, and pursue their ambitions for a better life. Since its launch, the Marshalls Good Stuff Social Club has expanded to cities nationwide, including Atlanta, Chicago, and Los Angeles, further solidifying its impact as a signature brand experience.

Design and Creative Direction: Emma Dowling and Victoria Vasquez.