Steed + Friends partnered with LORE’s A-list founding team — Melanie Bender, Greg Gonzalez, and Joe Cloyes — to bring their vision of an olfactory, transportive world of wearable scents to life through Brand Story, Positioning, and Brand ID, as well as the product form and packaging. S+F also concepted the translation of the brand into a visual world and Art Direction.

I served as Project and Accounts Director, and right-hand to Helen Steed, working directly with the LORE team throughout the process.

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I also advised on strategy and provided some of the final writing and poetry for the brand.