Hello! I'm Kiera Philippe.
Creative Strategist & Brand Designer
I translate audience behavior, internet culture, and user research into intuitive digital products and brand systems. Bridging technical UI architecture with high-impact media narrative.
Selected Work
POP ERAS × LEGO: Commercializing pop fandom into high-spec, collectible architecture.
Problem
LEGO has mastered adult nostalgia through male-coded IP (Star Wars, Marvel), but ignores female youth culture; the fastest-growing sector of the $123B toy market. Meanwhile, music superfans spend heavily on physical merch ($39/mo) and non-playing vinyl purely as displayable identity, but no product lets them physically own the architecture of a pop era
My role / goal
Lead Creative Strategist. Design a repeatable, 18+ licensing platform for LEGO that converts iconic pop-star visual worlds into premium display sets, capturing high-margin discretionary spend at the intersection of music fandom, home decor, and analog wellness.
POP ERAS × LEGO: Commercializing pop fandom into high-spec, collectible architecture.
Problem
LEGO has mastered adult nostalgia through male-coded IP (Star Wars, Marvel), but ignores female youth culture; the fastest-growing sector of the $123B toy market. Meanwhile, music superfans spend heavily on physical merch ($39/mo) and non-playing vinyl purely as displayable identity, but no product lets them physically own the architecture of a pop era
My role / goal
Lead Creative Strategist. Design a repeatable, 18+ licensing platform for LEGO that converts iconic pop-star visual worlds into premium display sets, capturing high-margin discretionary spend at the intersection of music fandom, home decor, and analog wellness.
POP ERAS × LEGO: Commercializing pop fandom into high-spec, collectible architecture.
Problem
LEGO has mastered adult nostalgia through male-coded IP (Star Wars, Marvel), but ignores female youth culture; the fastest-growing sector of the $123B toy market. Meanwhile, music superfans spend heavily on physical merch ($39/mo) and non-playing vinyl purely as displayable identity, but no product lets them physically own the architecture of a pop era
My role / goal
Lead Creative Strategist. Design a repeatable, 18+ licensing platform for LEGO that converts iconic pop-star visual worlds into premium display sets, capturing high-margin discretionary spend at the intersection of music fandom, home decor, and analog wellness.
LAST CALL: Reimagining the legacy awards show as a live, audience-controlled cultural event.
Problem
Legacy award shows are built for a monoculture that's gone. VMA linear viewership collapsed 60% in a decade (10.3M → 4.09M) even across 13 networks, yet the same show drew 66.7M social interactions. The audience didn't leave; the passive, single-screen format did.
My role / goal
Lead Creative Strategist. Reimagine the awards show as a live, audience-controlled event where participation is the product, trading spectacle for agency and hijacking cultural share of voice with zero traditional ad spend.
LAST CALL: Reimagining the legacy awards show as a live, audience-controlled cultural event.
Problem
Legacy award shows are built for a monoculture that's gone. VMA linear viewership collapsed 60% in a decade (10.3M → 4.09M) even across 13 networks, yet the same show drew 66.7M social interactions. The audience didn't leave; the passive, single-screen format did.
My role / goal
Lead Creative Strategist. Reimagine the awards show as a live, audience-controlled event where participation is the product, trading spectacle for agency and hijacking cultural share of voice with zero traditional ad spend.
LAST CALL: Reimagining the legacy awards show as a live, audience-controlled cultural event.
Problem
Legacy award shows are built for a monoculture that's gone. VMA linear viewership collapsed 60% in a decade (10.3M → 4.09M) even across 13 networks, yet the same show drew 66.7M social interactions. The audience didn't leave; the passive, single-screen format did.
My role / goal
Lead Creative Strategist. Reimagine the awards show as a live, audience-controlled event where participation is the product, trading spectacle for agency and hijacking cultural share of voice with zero traditional ad spend.
Ardene, Is That You?: Repositioning a forgotten mall brand as self-aware, aesthetic-first fast fashion.
Problem
Ardene is caught between cheap and chic — losing Gen Z to Shein below and Aritzia above, with mall traffic down ~6% YoY. Its category-first UI and weak aesthetic POV read as "stuck in the mid-2010s" to a generation that shops by aesthetic, not category.
My role / goal
Creative Strategist. Reposition the flop era as a glow-up: own aesthetic-first, bundle-driven shopping no Canadian fast-fashion brand holds yet, driving AOV and cultural relevance through a vibe-quiz merchandising system and a self-aware TikTok launch.
Ardene, Is That You?: Repositioning a forgotten mall brand as self-aware, aesthetic-first fast fashion.
Problem
Ardene is caught between cheap and chic — losing Gen Z to Shein below and Aritzia above, with mall traffic down ~6% YoY. Its category-first UI and weak aesthetic POV read as "stuck in the mid-2010s" to a generation that shops by aesthetic, not category.
My role / goal
Creative Strategist. Reposition the flop era as a glow-up: own aesthetic-first, bundle-driven shopping no Canadian fast-fashion brand holds yet, driving AOV and cultural relevance through a vibe-quiz merchandising system and a self-aware TikTok launch.
Ardene, Is That You?: Repositioning a forgotten mall brand as self-aware, aesthetic-first fast fashion.
Problem
Ardene is caught between cheap and chic — losing Gen Z to Shein below and Aritzia above, with mall traffic down ~6% YoY. Its category-first UI and weak aesthetic POV read as "stuck in the mid-2010s" to a generation that shops by aesthetic, not category.
My role / goal
Creative Strategist. Reposition the flop era as a glow-up: own aesthetic-first, bundle-driven shopping no Canadian fast-fashion brand holds yet, driving AOV and cultural relevance through a vibe-quiz merchandising system and a self-aware TikTok launch.
V&Scent — Every scent is a memory reborn: A brand strategy and identity system for an emotion-first fragrance house.
Problem
Fragrance e-commerce sells a purely olfactory product through visual grids. Shoppers can't translate static notes ("sandalwood," "bergamot") into feeling; driving low purchase confidence and high returns in a market that's shifted toward emotion-first, nostalgic scent.
My role / goal
Brand Strategist & Designer. Build an emotion-first fragrance brand end to end — strategy, personas, and full identity, that sells the memory, not the molecule, through interactive mood-mapping and story-led design.
V&Scent — Every scent is a memory reborn: A brand strategy and identity system for an emotion-first fragrance house.
Problem
Fragrance e-commerce sells a purely olfactory product through visual grids. Shoppers can't translate static notes ("sandalwood," "bergamot") into feeling; driving low purchase confidence and high returns in a market that's shifted toward emotion-first, nostalgic scent.
My role / goal
Brand Strategist & Designer. Build an emotion-first fragrance brand end to end — strategy, personas, and full identity, that sells the memory, not the molecule, through interactive mood-mapping and story-led design.
V&Scent — Every scent is a memory reborn: A brand strategy and identity system for an emotion-first fragrance house.
Problem
Fragrance e-commerce sells a purely olfactory product through visual grids. Shoppers can't translate static notes ("sandalwood," "bergamot") into feeling; driving low purchase confidence and high returns in a market that's shifted toward emotion-first, nostalgic scent.
My role / goal
Brand Strategist & Designer. Build an emotion-first fragrance brand end to end — strategy, personas, and full identity, that sells the memory, not the molecule, through interactive mood-mapping and story-led design.
Driven by maximalist pop culture, cult visual aesthetics, and making digital interfaces feel alive instead of static. I design brand identities, interactive systems, and e-commerce flows that treat the user like an active participant, not just a passive spectator.
Driven by maximalist pop culture, cult visual aesthetics, and making digital interfaces feel alive instead of static. I design brand identities, interactive systems, and e-commerce flows that treat the user like an active participant, not just a passive spectator.
Driven by maximalist pop culture, cult visual aesthetics, and making digital interfaces feel alive instead of static. I design brand identities, interactive systems, and e-commerce flows that treat the user like an active participant, not just a passive spectator.
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Have a project, opportunity, or just something interesting to discuss? I’d love to hear about it.
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You’ve scrolled this far. Might as well say hi.
Have a project, opportunity, or just something interesting to discuss? I’d love to hear about it.
One CTA away from a conversation