As a Graphic and Digital Designer for Franchesca’s I played a crucial role in the execution of all assets for the successful launch of the new tween category, Franki. A category created to celebrate tween girls, to encourage self-expression and individuality, to help them embrace who they want to become.

This strategic expansion began with a test run in 5 of their stores. As part of the launch, we developed a charming and playful approach with the idea of “messages to your younger self”. We decided to preserve Francesca’s signature color scheme of pastel pinks, beige and grays creating a light, feminine, and cohesive visual identity that was already appealing to the target audience.

For this launch I designed a wide range of assets, including branded decks for internal communications in the process of developing Franki, in-store signage, digital banners, a landing page, emails, and social media graphics. The assets capture the essence of Francesca’s funneled into the tween brand, creating a consistent and recognizable visual language for this new category.

The launch of the tween category proved to be a success, as evidenced by the expansion from the initial 5 stores to a total of 100 stores and some stand-alone Franki stores eventually.