Coachtopia —
A New World Of Circular Craft

Senior Art Director, Creative Direction

A World in Progress

Coachtopia, Coach's sub-brand, targets Gen Z and Millennials by redefining circular fashion,sustainability, and upcycling, turning waste materials into limited-edition products that build trust through transparency and creativity. As the Visual Brand Designer, I led the creative direction—bringing the brand to life through scalable design systems, immersive storytelling, retail activations, and community-driven experiences.

Key Challenges,
Goals and Action

Transformed circular fashion into engaging, accessible experiences. Partnered with emerging artists and creators to connect with the next generation, while building a modular design system that scaled seamlessly across touchpoints. Crafted a playful, distinctive brand identity that redefined authenticity, and extended digital storytelling into physical retail to deepen engagement.

Established a community-first approach through collaboration with a Gen Z beta group to rethink fashion’s environmental impact. Designed a brand identity that made sustainability expressive, rebellious, and engaging—while staying clear and credible—and translated complex ideas into messaging that felt intuitive, relevant, and resonant.

Recycled, Repurposed, or Renewable Materials

Design for
Multiple Lives

Circular
Pathways

Concept to System

From early concepting through to final execution, Coachtopia was built as a system—translating circular fashion into something tangible, expressive, and easy to understand. The process moved from defining the narrative and visual language to shaping modular components that could flex across digital, product, and retail.

Each layer was designed to clarify complexity, build trust through transparency, and stay consistent at scale. The result is a cohesive ecosystem where identity, storytelling, and experience work together—making circularity not just understandable, but engaging and actionable.

Measured Impact

Partnered with developers and sustainability advisors to ensure authentic messaging, integrating environmental impact data into visual experiences that increased product page engagement by 40%. Translated key concepts into retail installations, driving 80% engagement at Selfridges pop-ups, and created collectible patches for the Coachtopia Loop collection.

Simplified circularity through interactive tools and infographics, making concepts easy to understand, while designing playful visuals inspired by upcycled materials—blending rebellion with craft.

Built modular design systems to future-proof the brand, reducing production costs by 30% and scaling across seasons and campaigns. Launched UGC-driven social campaigns and collaborated with emerging artists on personalized drops, generating 2.5M+ impressions across TikTok and Instagram.

100%

Coachtopia’s first collection sold out in 2 weeks

30%

Reduced costs through modular design, enabling scale

80%

In-store engagement via retail installations

2.5M+

Social impressions in the first weeks

Product Transparency

Every item bearing the Coachtopia label is equipped with an NFC chip that will allow it to be tracked as it is “repaired, restored, and reused,” no doubt feeding useful information about consumer behavior to the company in the process.

Social Media

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Linear vs. Circular Economy

Coachtopia stores feature interactive retail experiences like a motion-sensing Cloud Canvas, sustainable coaster workshops, and themed café offerings.