As Executive Creative Director, I worked with Pattern on a creative reset, redefining the brand from being seen as just for curls to a joyful, inclusive celebration of every hair type. We developed a bold new strategy and brought it to life through The Pattern Lounge, a cultural moment that reunited Tracee Ellis Ross with her Girlfriends co-stars and sparked a wave of press, memes, and fan love. The campaign not only elevated Pattern’s visibility but also cemented its place as a brand where everyone can see themselves reflected.