Developed for the tween girl (sizes 8-12) who's on a style journey, Evsie was a brand development project for midwest women’s clothing retailer, Maurices. The work included brand identity design, tone of voice, visual storytelling, seasonal creative direction and marketing concepts, all carefully tailored to resonate with girls ages 8–12.

Positioning This is no ordinary girl. She. Just. Can’t. Help. It! She’s likeable, kind, caring, a little zany, super active and sometimes goofy. Her happiness just bounces off everyone she meets.