REYN SPOONER
CREATIVE CONSULTANT:
VISUAL MERCHANDISING, STANDARDS GUIDE, WINDOW & FLOORSET DIRECTIVE, pROP/fIXTURE dEVELOPMENT, MARKETING & SIGNAGE, INVENTORY & CLEARANCE STRATEGY
6 store LOCATIONS: hAWAIʻI +
HQ: HONOLULU + HQ: LOS ANGELES, CA
A heritage brand rooted in Hawaiian culture since 1956, Reyn Spooner recruited me to report directly to the CEO during the company’s headquarters transition from Hawaiʻi to Los Angeles, with a focus on elevating and transforming stores, pop-ups, events, and branded environments across the business. In this role, I led the evolution of the brand experience across the Hawaiʻi store fleet by developing cohesive visual merchandising strategies and standards guides, floorset and window presentations, immersive installations, and customer-centric environments that modernized both the retail and wholesale experience while honoring the brand’s legacy. My scope also included prop, fixture, and display design, development, production, and communication, along with signage and marketing initiatives that strengthened brand consistency across all touchpoints. Through event-driven activations and elevated visual storytelling, I helped reinforce the philosophy of “Aloha in every stitch” while creating engaging and memorable customer experiences.
