SOLOW Activewear

Designer, Womens Lounge to Street Activewear
Los Angeles, CA
2006-2007′

Activewear doesn’t always translate from ‘street to gym’, but Solow has made it their mission to create a collection of day, night, travel, and lounge apparel that transitions easily from the studio (or gym) to street-chic style. Solow pants were part of the first wave of athleisurewear, growing in popularity around the same time as the Juicy Couture tracksuit. Often worn by women running errands, rather than going to the gym, they quickly became a status symbol, with the Solow label emblazoned across the waistband. 

Cruel Denim

Denim Designer, Tops Designer.
Cruel Denim, Miller International.
Denver, CO. 
2011-2012

DP/Photography: Rob Hawthorne, David Sands
Creative Direction: Carmen Moore

Cinch

Denim Designer, Men’s
Miller International – Denver, CO
2011-2013 Denim Collections

Carmichael Bike Bags

Designer, Creative Director
2012-2016
Boulder, CO / Philadelphia, PA

Scope of Project: Design, Creative Direction, Product Development, Ad Creatives, Social Media Strategy, Crowdfunding Campaign Management, PR

The Goal: To produce a product that was market-ready, launch on Kickstarter to fund the project and build brand recognition

  • Creative Design Project: Bicycle Bags
  • Bike Bags Design, Product Development, Marketing
  • Fast Company, Ava Carmichael, Press
    Press: FastCompany

Summary: The Carmichael bike accessories collection was designed and prototyped in 2012. The collection was launched in three separate phases from 2012 to 2015. As a result of utilizing the Kickstarter platform and fine-tuning the product design and development, I created an on-trend product with creative assets to support it. The 3 projects were a Kickstarter success and I was able to secure press from Fast Company and write-ups from blogs within the bike and sports industry such as Velojoy. All three projects were successfully funded on Kickstarter and raised over $22,600 for production, with the third project being a featured Staff Pick on Kickstarter.

Mockingbird Denim

Denim Designer, Creative Director
Stylist: Kelly B
New York, NY

Mockingbird Denim was designed by me and launched in 2010. My focus was to create the ideal jean with not only an impeccable fit and comfort but importantly, classic style and economic awareness. The philosophy behind this brand was that premium denim does not have to come with a premium price tag. Quality is not a luxury, it’s a lost art. Mockingbird was sold online through Zappos and 6PM.com

  • Denim Designer New York, Ava Carmichael

Berry Jane

Designer, Creative Direction.
Berry Jane,  2014

Project: Berry Jane originally launched in 2009 as a leggings brand for girls and relaunched in 2014 as a fun activewear collection for Girls and Juniors.

Scope of Project: Design, Print Design, re-Branding (ne logo), GTM Strategy Plan, Production, Creative Direction

Summary: The strategies employed in the initial 2009 – 2010 launch included global branding and presence across social platforms. A traditional B2B sales structure approach was executed and the line was placed with sales showrooms throughout the USA. PR and blogger outreach was used to build brand awareness, while editorial and celebrity product placement enhanced the brands reach and value.

Retail Sales (Y1): $1M

Retail Sales Reach: Global (UK, USA, Southeast Asia)

Stores: Charming Charlie, Chocolate Soup, TK Maxx

The strategies employed in 2014-2016 resulted in social media growth with a 275% increase in social media following and a strong brand presence worldwide. The utilization of influencer and blogger outreach, SEO, social media ad creatives, giveaways and brand awareness through Facebook advertising led to B2B sales in the UK exceeding $57,000 in the first 6 months. Berry Jane was well-received from the media, boutiques and major retail stores worldwide. The brand also secured Press, Editorial and celebrity product placement.

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