Cheryl Maday

We were challenged to create a spring fashion campaign without any actual new product, so in terms of messaging, I chose to revisit Quince’s brand proposition of high-quality items at low prices, produced responsibly. Keep an eye out for the corresponding TV spots, coming soon!

I was honored when Ali Davin, my longtime freelance client, asked me to write a book with her. The result: an interior design book with gorgeous images and a sustainability message very close to my heart. Live Natural is available for preorder on Amazon now and in bookstores May 15, 2024.

Clean + Planet Positive is Sephora’s sustainability program, and it has been a labor of love for me—I led the editorial direction on the initial launch in 2020 and worked on the most recent campaign pulse in 2022, which combines efficacy with eco-consciousness.

Credo Beauty wanted to message their brand tenets on Instagram in a fun, meme-y way, so I worked with them to create this series of graphic posts. Fun fact #1: the first “this or that” was Credo’s most commented-on post ever! Fun fact #2: I also wrote Credo’s sustainability guidelines.

This was Sephora’s first campaign explicitly targeting Gen Z, so we leveraged the popular MOOD meme to land the “It’s a Lip Mood” tagline. This was a 360 omnichannel campaign, with in-store fixtures, paid and organic social (with a heavy emphasis on video content), programmatic ads, email, and site marketing. The secondary “love at first swipe” messaging was a nod to Valentine’s Day, which coincided with the campaign’s launch.

I made a brief return to Old Navy to help relaunch their multi-tender rewards and credit card program, Navyist. We did a complete 360-degree overhaul from concept to execution, in print, digital, social, in-store, and out-of-home advertising. The program has been a resounding success, with over 1M new signups in the first two weeks, and 76% sales penetration for rewards members.

EVER likes to balance ingredients with results, and since this is a nighttime eye cream with retinol, I decided to play around with the idea of beauty sleep, sleeping beauty, and my favorite, sleep tight, which works particularly well with the "iPhone going to sleep" animation. 

Stella & Dot is a unique company in that it's sold primarily in-home or through social media. Like all retailers, it experiences attrition in its sales force, but since it doesn't have stores, it doesn't get the foot traffic that normally brings in new employees. Hence, several times a year, it runs specials to recruit new Stylists. Good Vibes was our feel-good campaign from summer 2016, addressing both the obvious benefits (cute new jewelry) and the intangibles (empowerment). 

Stella & Dot’s jewelry is more expensive than average costume jewelry, so we created a series of content pages and an ongoing Behind the Design marketing campaign to romance quality and social responsibility. These are always among our highest-performing campaigns.

What are you wearing? It's Banana, obviously. We created this cross-functional, omni-channel campaign to encourage shoppers to post photos of themselves in their latest Banana Republic purchases, and the photos appear on both our social media accounts and on the product pages themselves, thanks to a partnership with Olapic. Magic!

(And for the eagle-eyed readers, "thru" was corrected to "through" in the final.) 

Macy's used to pick international themes for its annual summer campaigns, and Brasil was an all-out endeavor, with stores, print, and social media all on board, plus a microsite with several refreshes and an associated email marketing cadence. There were exclusive designer collaborations and tie-ins galore, and this campaign affected nearly every department from beauty to housewares. The entire thing was an example of cross-functional collaboration at its best; I look back at this work and am still amazed (and proud) that we pulled it off. 

This was a fun social media campaign for Facebook and Instagram, with implications of what you're really trying to say with your denim choices. 

True&Co. is a San Francisco-based startup that, through the magic of user data, takes the guesswork out of bra shopping. They (smartly) decided to use that information to design their own line of lingerie, and this was the lookbook that introduced it to the press. The challenge was writing copy that appealed to fashion editors on an emotional level while still pointing out the data-driven innovation behind the design.