The Coven

Problem
When I joined The Coven, the company was at a pivotal moment in its growth. The brand needed someone to provide consistent creative leadership and guide its identity through multiple evolutions. Beyond refining and strengthening its visual and verbal presence, The Coven faced the challenge of transitioning into a franchise model—expanding from a single brand into five unique franchises, along with our HQ locations. This required balancing consistency with individuality, ensuring each location felt authentic to its community while still tied to a unified brand. My role as Creative Director was to bring cohesion, adaptability, and vision to a brand in motion.

How I Solved It
As Creative Director, I built and managed a brand system that could both evolve and scale. I refreshed The Coven’s visual identity and messaging to better reflect its mission, while creating flexible guidelines that allowed each franchise to express its own character within a cohesive framework. I led the development of campaigns, merchandise, and event branding that deepened member connection and strengthened recognition across all markets. By embedding consistency into every touchpoint—digital, physical, and experiential—I ensured the brand not only kept pace with change but also thrived through it, supporting The Coven’s successful growth into five distinct franchises.