Marshalls Good Stuff Social Club

Role: Design Direction
with Victoria Vasquez

Insight

Marshalls wanted to bring its updated brand identity to life through a flagship PR event that felt fresh, community-oriented, and elevated, a big swing for a traditionally retail driven brand.

The ask: create an experience that would resonate deeply with women and reframe how people see Marshalls.

Idea

We developed the Good Stuff Social Club, a multi-day, immersive event centered around meaningful connection, ambition, and joy. It offered curated conversations, workshops, and giveaways, designed to help attendees pursue “the good stuff” in their lives.

Execution

I led the design during Marshalls’ brand transition, adapting evolving assets and making real-time decisions to ensure cohesion. I also improved cross-functional workflows, facilitating 1:1 meetings to identify blockers and empower team members to take more ownership, relieving pressure on Creative while increasing team efficiency.

Outcome

The event became Marshalls’ most successful PR activation ever, generating 1.5B+ impressions and increasing positive sentiment across every tracked metric. It has since expanded to Atlanta, Chicago, Los Angeles, and Houston as a signature brand moment.