JCPenney Active Department

My Role: Associate Creative Director and Lead Designer

Xersion active product was moving from performance-focused to a more lifestyle brand. The client wanted an economical refresh for the department that would translate effectively to digital platforms. We incorporated a wood grain texture to serve as a decorative component and converted imagery to black and white so they could last for several seasons.  By using textures we were able to cover existing fixtures and backwalls and apply them to digital placements creating impact in a cost effective way.