Tough Titties

Founder • Creative Direction • Brand Identity • Packaging • Product Design • E-commerce • Marketing

Tough Titties began as a personal creative project and grew into a purpose-driven lifestyle brand celebrating body confidence, humour and female empowerment. I built every aspect of the brand—from identity and product design to packaging, website, photography, social media and marketing campaigns. Working directly with manufacturers, printers and suppliers, I brought each collection from concept to launch while building a loyal community and raising money for breast cancer research through ongoing fundraising initiatives.

Capabilities Brand Strategy • Product Development • Packaging • Social Media • E-commerce • Supplier Management

lululemon—West 4th Flagship

Retail Experience • Environmental Graphics • Brand Design

As part of the creative team behind lululemon's original Vancouver West 4th flagship, I helped develop the visual identity and customer experience for one of the brand's most iconic stores. From environmental graphics and signage to artwork integrated throughout the space, every detail was designed to reflect the local community while creating a memorable retail experience that felt unmistakably lululemon.

Capabilities Retail Experience Design • Environmental Graphics • Brand Storytelling • Signage • Production Artwork • Cross-functional Collaboration

lululemon — Flatiron NYC

Retail Branding • Environmental Design • Campaign Rollout

The Flatiron store was one of lululemon's flagship retail locations, designed to immerse customers in the brand from the moment they walked through the door. Working as part of the creative team, I developed environmental graphics, signage and branded touchpoints that translated the global brand into a uniquely New York experience while maintaining consistency across the retail environment.

Media Feature // Business Insider, Racked.

Packaging Design • Seasonal Campaign • Retail

Retail packaging is often a customer's first physical interaction with a brand. Working with Myer, I developed seasonal packaging that balanced commercial appeal with premium design, creating a cohesive experience across multiple products and retail touchpoints. Every detail was considered to ensure the packaging worked just as effectively in-store as it did in customers' hands.

Capabilities Packaging Design • Retail Marketing • Seasonal Campaigns • Illustration • Print Production • Brand Identity • Creative Concept Development

lululemon—Black Friday Campaign

Campaign Design • Retail Marketing • Digital Assets • Packaging

Black Friday is one of retail's busiest moments, requiring creative that works seamlessly across multiple customer touchpoints. I developed campaign assets spanning in-store graphics, hang-tag (with reflective hairtie), digital communications and promotional materials, helping create a consistent customer experience while supporting one of the brand's highest-profile annual campaigns.

Capabilities Integrated Campaigns • Retail Marketing • Digital Design • In-store Graphics • Campaign Rollout • Production Artwork

West End BIA

Environmental Graphics • Public Art

Commissioned by the West End BIA, this large-scale utility box wraps transformed everyday infrastructure into a colourful public landmark celebrating one of Vancouver's most diverse neighbourhoods. Through original illustration and bold visual storytelling, the project strengthened the area's identity while creating a moments of surprise and delight within the community.

Capabilities Environmental Graphics • Public Art • Illustration • Community Engagement • Large-format Print • Project Coordination

Barbie Viewing Party

Campaign Design • • Event Branding • Digital & Print

Created for a Barbie-themed cinema event, this project brought together playful branding across both physical and digital experiences. From event graphics, stickers and promotional materials to digital advertising and an interactive photo booth, every element worked together to create a cohesive campaign that encouraged guests to immerse themselves in the event before they even arrived.

Capabilities Campaign Design • Event Branding • Digital Marketing Assets • Print Collateral • Illustration • Experience Design

A range of illustrations completed over the years.

Created for The West End BIA in celebration of Vancouver Pride 2023.

Art Direction and execution Ryleah Shae Creative
Design and illustration Emma Hands
Photography Robin Nuber

A selection of hand lettering pieces I have completed. A combination of personal projects, as well as commissioned pieces. 

Packaging • Retail Campaign • Production

Designed to extend the excitement of the holiday shopping experience, these reusable shoppers became part of the campaign itself rather than simply a way to carry purchases home. The project combined production knowledge and retail thinking to create packaging that was practical, memorable and aligned with the wider seasonal campaign.

Project included designing the awning for the newly renovated lululemon Santa Monica store, along with store re-opening invites. 

The awning was designed with a repeat pattern, that included words that are strongly tied to the lululemon culture. It is designed in such a way, that the awning's shadow projects the words on the facade of the building. 

Design // Emma Hands
Store Designer // Diana Stevenson-Moore

A larger-than-life leaf pattern for lululemon Yorkdale's new store front. It involved working closely with the Store Designer to understand her vision for the store.

The project also included working closely with print vendors to ensure the smooth application of the design onto the store front. 

 

Selection of sketches from the 100 day project - sketching everyday for 100 days!