Client: Claire’s
Claire’s employees are creative, fun, and passionate about self-expression. What keeps them at Claire’s is the ability to bring that creativity into their careers—embracing who they are while encouraging self-expression in others.
With a strong, established brand, Claire’s challenged us to develop an equally powerful global employer brand to attract new talent. Through global focus groups and interviews, we uncovered just how unique and creative their employees are—one of the key reasons they love working at Claire’s.
To highlight Claire’s creativity and value proposition, we created a campaign around #UnfilteredYou. We revitalized the brand voice to resonate with a younger Gen Z audience. I led employee photoshoots in the U.S. and UK, and a refreshed employer brand was launched across multiple media channels, featuring engaging and inspiring user-generated content.
My Role
Creative Director, Concept Development, Copywriting, Onsite Photo Direction, Design, Social Media Creative Direction
Manifesto
The real you knows who the real you is. And you don’t bother pretending to be someone you’re not. Because the real you is pretty incredible.
The real you doesn’t hide. The real you shines.
Through the words you use, the style you own,
the friends you share, The real you is always true.
The real you follows your passion.
The real you shares your love of creativity.
The real you is inspired by fashion
and fun. The real you is the best you.
The real you is the #UnfilteredYou.
Social Media Management
My team started working on Claire's social media after the launch of the new Employer Brand. We created a robust strategy crafting content that truly connects with our Gen Z audience. In the first several months of the campaign we were able to increase followers by 20%.
Headline and copy examples
Confidence is contagious. Share it.
We need you. We need the unique sense of style you bring. We need your eye for fashion and your passion for giving others the confidence to express themselves. Claire’s customers are counting on you. So, bring your unfiltered self and join us today.
The real you is unfiltered. Show it.
We’re not looking for who you think you should be. We’re looking for who you are. Be the #UnfilteredYou and help our customers do the same. Join Claire’s to work, learn and grow in ways that matter to you.
Individuality is beautiful.
Encourage it.
People are counting on you and your expertise. At Claire’s you’re not just helping people find their personal style, you’re giving them confidence along with an experience that is memorable and fun. Join us and enjoy the freedom of self-expression while building your career.