Partnering with Verizon's in-house agency, Leane led the creative direction of the brand photography for the holiday campaign. This holiday season, we all deserve better to connect with the people and content we love. In this campaign, we follow family members through their holiday journeys. Leane oversaw the creative development, vision, production, and execution of the still and video content for the retail holiday campaign. She conceptualized the narrative and art directed the story to live across the Verizon ecosystem; retail, digital, and social channels.

Leane was creative director on the launch of Allergan Aesthetics’ SKINVIVE by Juvéderm, a revolutionary skin quality treatment that provides instant and lasting healthy-looking skin. To support the launch, she developed a digital campaign that distinguished SKINVIVE from traditional and competing skin quality treatments on the market.

The campaign's creative elements were crafted to tell the SKINVIVE consumer brand story through core messaging across digital media. The goal was to engage and excite consumer audiences about the latest cosmetic skin treatment, emphasizing the brand story: The long-lasting glow that lasts.

Branding / Digital Marketing / Content / Advertising

The Phillips Club needed a new, fresh brand platform, campaign, and website after many years using the same assets. Leane created the new campaign, “Only in New York, at The Phillips Club.” In this idea, guests conveyed why they love coming to New York and staying at The Phillips Club in four words or less. A series of ads and homepage images were created based on this simple idea from the guest responses. The website was completely redesigned, including all-new content. As Creative Director, Leane was responsible for all creative, design, and UX, and art directed all the photography and digital production.

Advertising

In this campaign called “The Many Sides of You,” Leane leveraged special effects in the video to distinguish the brand and create a unique multiplicity effect. As Creative Director at Y&R, Leane worked on various Sears apparel advertising campaigns, branding projects, and promotions.

Digital & Network Promotions

After overseeing the successful rebranding of all digital and on-air assets of EVINE Live, Leane then developed all the creative for new brands launched on the network. Leane worked with the in-house producers to raise the network’s aesthetic, execute concepts, and create campaigns for beauty, skincare, and fashion brand launches. These campaigns resulted in several of the network’s most successful brand launches in the company’s 25-year history, with more than a 10% increase in the company’s revenues in the beauty, skincare, and fashion categories.

Digital Design / Digital Content / Branding

Blow, the famous New York City blow-dry salon wanted to pivot its business strategy to become a product-driven company. The assignment was to develop a new branded digital experience and e-commerce store. Starting with the brand’s mission statement — “Every woman not only looks but also feels better with a great blowout (aka a great hair day)” — Leane repositioned all the brand assets. With the business objectives mapped out, she led the strategic planning, wireframing, UX, and design of the new site to build a compelling brand experience and drive to purchase.

Digital Creative Direction / Digital Content

Parker New York was seeking to evolve from a known evening dress company to a full lifestyle brand. Leane worked with Kellwood to establish the brand’s look and feel and positioning platform. Among other things, Leane spearheaded the creative direction of Parker New York’s website redesign, digital design, and content. Also, she produced, and art directed the photography for both the fashion stories and e-commerce imagery.

Branding / Digital Design / Content / Advertising and Marketing Campaigns

Launching a new yoga apparel brand, Zobha needed to appeal to serious yogis and women who just want athletic fashion for every day. The branding needed to be scalable, and the advertising needed to position Zobha as different from the crowded fitness apparel landscape. Leane teamed up with Zobha to launch the new brand in 2008 with an integrated campaign called "Move" and a completely custom website design.

Leane led the digital design and advertising for the brand from its launch through the company's sale to FAM Brands in 2013.

Advertising

In this campaign for JCPenney’s back-to-school season, Leane combined live-action and animation to create a playful in-school world. This campaign was integrated across broadcast, digital, and print.

In this campaign, the key objectives were to re-ignite the emotional connection with Revlon's audience and regain a leadership position. Leane strategically leveraged the celebrity spokeswomen's beauty and talent by creating a mini-movie called "Sexy Story." Composed of four parts, each actress had her individual story, and together it made the big picture. The campaign went beyond the industry's norm of product benefits ads and forged a deeper emotional connection with the customers.

Results from a Brand Tracking Study found that the "Sexy Story" campaign had exceeded all expectations. The campaign was able to break through its core user base and showed significant growth with the 18-34 demographic, a key development for Revlon.

Growth with current users and non-users also was noted. The key brand imagery attributes rose significantly as "a brand I would be proud to use," and purchase intent increased. Revlon was seen as more glamorous, sexy, bold, confident, and modern.

Branding / Design / Advertising

Through a competitive process, Smithsonian Journeys selected Leane and her agency BrenesCo. to redesign their tour catalog—a key brand asset in attaining new bookings and increasing revenue. Leane developed a fresh approach to the catalog’s positioning, design, look and feel, understanding the audience and how to connect with them. Every design element of the catalog was redesigned. The overall look and feel were all conceived to build greater engagement, awareness, and a stronger desire to book a trip.

The new catalog design has exceeded expectations by gaining overwhelming positive customer feedback and significantly increasing bookings and new customer acquisition.

Branding

A new pharmacy was opening on Ludlow Street on the Lower East Side of Manhattan. The Pharmacy's branding needed to speak to its hipster and elderly Chinese customers. Stanley's Pharmacy wanted to feel and act differently. Leane looked to Stanley George, the owner, and pharmacist, for inspiration. She tapped into Stanley's love of Southern California with bold orange color and the Sunset Boulevard diner typography for the logo. She knew that the contrast of the Lower East Side's grit and the vibrant Southern California sunshine vibe would set Stanley's Pharmacy apart and get it noticed.

And so it was. Stanley's Pharmacy was featured in; T Magazine, the New York Post, Fox News, Conde Nast Traveler, Business Insider, Self, The New York Times, Financial Times, Departures, Frankfurter Alleging, Marie Claire, and Shape. Also, it was voted Best Pharmacy by New York Magazine.

Digital Marketing / Advertising

Bideawee had a huge opportunity to build awareness and drive adoptions by advertising on the King Kong billboard in Times Square. Leane on-boarded “The Dogist” to shoot a series of stills that could be animated to create the billboard. The idea was to create a digital billboard that used bouncy, playful type, moving in and out of the screen, to remind viewers of the lively feeling a pet brings into lives–and “makes life better.” During and after the billboard flight, Bideawee saw a significant increase in adoptions.

Advertising / Brand Imagery

As Group Creative Director, Leane led the Tommy Hilfiger creative development in advertising campaigns and seasonal brand imagery. She approached each season as if to create a movie based on Tommy’s designs and themes. Working with top-of-class photographers, crew, and models, Leane created iconic imagery that created unique brand campaigns.

Advertising

Working at Carlson & Partners (Sandy Carlson), Leane created campaigns for the Ralph Lauren brands, including women’s, jeans, home, fragrance, and children.

Advertising

While working with Starwood Hotels, Leane was responsible for leading the agency’s creative team in advertising and branding initiatives.

When Westin introduced the innovative “Heavenly Bed,” the product alone couldn’t serve as the brand essence. The agency used the design philosophy as the starting point to define the brand. Looking at the aesthetics in the hotel industry, Leane helped to position Westin as the hotel that could deliver luxury through innovative products and services and be a “cut above” other hotels in its class. “Modern Luxury” became the brand positioning and tagline. It drove all the initiatives, branding, advertising, guest experience, product development, and promotions.

Branding / Digital Marketing / Advertising

Striving to bridge the divide between the brand’s French heritage and New York’s modern edge, the Baccarat Hotel New York asked for elegance-with-a-twist in the Hotel’s branding. Leane led a team of designers and copywriters to leverage the brand’s iconic red and the Hotel’s interior design and experience, resulting in a 360-degree look and feel across the Hotel’s physical and digital assets.

Digital Campaign/ Advertising / Marketing Materials

Launching a new hotel brand, Starwood Capital looked to develop a strong identity and story to sell homes and attract hotel guests. Sustainable luxury living is the platform for 1 Hotel & Homes South Beach. The visual direction for 1 Hotel & Homes had to evoke the hotel's experience (which was still under construction) to compel the purchase of multi-million dollar homes. Through simple, clean execution, the marketing materials, advertising, and digital campaign all used the inspired palette and light of South Beach to create an overall ocean living feeling at its finest. Leane used 100% carbon neutral printing, vegetable-based VOC/solvent-free inks, and presses powered by renewable energy to produce printed pieces.

Digital Design / Branding / Advertising

Mammoth Mountain needed a brand facelift to stay current and attract snowboarders and families alike. Leane worked with Mammoth to rebrand the Mountain's digital and physical marketing programs. She changed the color palette, fonts, and overall feel to include more family imagery while maintaining the snowboarder's edge to the overall look.

Across all digital, including website, paid advertising, and social media, Leane designed all the assets and provided promotional strategies.

Also, she and her team launched the Mammoth Black program website, an exclusive ski club for the elite members of Mammoth Mountain.