Joanna Ewing, Creative Director

Build brand love.

Joanna Reagan Ewing is an executive creative director, marketing innovator, and big picture person based in Los Angeles, California. She is currently GVP of Creative Marketing for Abercrombie & Fitch.

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Brands

Abercrombie & Fitch
Urban Outfitters
Nasty Gal

Executive-level creative leader with over a decade of experience in brand launches, turnarounds, and team transformations. Deep understanding of consumer audiences, cultural trends, and fashion cycles.

Services

Brand Positioning
Brand Revival
Campaign Direction
Casting
Collaborations
Content & Curation
Community
Concept Decks
Copy & Voice
Customer Profiling
Creative Direction
Creative Strategy
Digital & Paid Media
Direct Mail
E-Commerce
Editorial
Experiential
Events
Film & Video
Identity & Design
Influencer Marketing
Omni-Channel Strategy
Pitch Decks
Photo Direction
Music & Sound
Retail Environments
Social Commerce
Social Media Direction
Styling & Merchandising
Talent Direction
Trend Reporting
Web3

Related Press

Wait, Is Abercrombie & Fitch… Cool Again? — Vice
Case Study: Abercrombie & Fitch’s Brand Reinvention — BoF
Digital Helps A&F To Best Income Performance In Over A Decade — Forbes
A&F’s Comeback: How The Brand Became Cool Again — Business Insider
Teens Who Hated Abercrombie Are Adults Shopping There Now — Washington Post
Abercrombie Features Plus Size Models After History Of Exclusion — Independent
The Reinvention Of Abercrombie — Glossy
How Abercrombie & Fitch Became Cool Again — Teen Vogue
After 127 Years, A&F Tries New Marketing Approach — Adweek
2020 Halo Awards Honor Top Social Impact Initiatives — CSRwire
TikTok Is Obsessed With These Abercrombie Jeans — ET
Abercrombie & Fitch: Designing Inclusive Denim — Drapers
Allowance Is Paid In Robux — Glossy
Teenage Dream — Refinery29
Urban Outfitters Bares All — Philly Mag
The UO Guide To Winning At Social Media — Glossy
UO Sees Sales Spike From Nostalgic Collaborations — Fashionista
How UO Is Riding The 90s Nostalgia Wave — Glossy
Fila, Champion And More: Why Fashion Loves The 90s — Allure
We Can All Be Lil Yachty With UO’s Nautica Revival — GQ
Beiber Merch Boosts Sales And Social Engagement — Fashionista
How All The Cool Kids Are Wearing Their Adidas — Refinery29
UO Launches New ‘Love Stories’ Campaign — Teen Vogue
Fashion Phenom Nasty Gal Raises $40 Million — Forbes
The World’s 50 Most Innovative Companies — Fast Company
From eBay Store To A $24 Million Business — Inc
Nasty Gal, As Red Hot As Its Founder’s Lipstick — LA Times
Nasty Gal, An Online Startup, Is A Fast-Growing Retailer — NYT

What People Are Saying

“‘For a long time, we thought [A&F’s] rebrand was impossible,’ said Janine Stichter, retail analyst at investment bank Jefferies. ‘What they’ve achieved is really unique… A lot of it came down to having faith that they’re on the right path and giving it time.’”

— Business of Fashion

“Under new leadership, A&F Co. has changed significantly… It aims to be more inclusive with everything that it does and is committed to molding and shaping the world into one where people of all identities are comfortable and confident being themselves.”

— Engage For Good