Wallace Mercantile Shop
Main Roles:
Creative AssistantRetail Buyer
E-Commerce Coordinator
Project Timeline:
October 2025 — August 2026Tools:
Miro
Shipstation
Gorgias
Adobe Photoshop
Adobe Lightroom
RICOH GR III
Objective
Wallace Mercantile Shop exists to champion craftsmanship, material integrity, and the quiet power of considered design. The shop serves as a curated space where garments, objects, and global makers are brought into dialogue, offering a refined perspective on contemporary style rooted in longevity and intention. Our objective is to cultivate an elevated retail experience that goes beyond commerce—one that inspires connection, encourages thoughtful consumption, and frames clothing as a cultural and tactile narrative. Through editorial curation, visual storytelling, and a commitment to quality, Wallace aims to shape a timeless, design‑driven point of view within the fashion community.Problem
Wallace had a strong curatorial foundation but lacked a unified creative system that could translate its in‑store sensibility into a consistent digital and editorial presence. The brand needed a visual language that could:- Communicate its values with clarity and restraint
- Elevate the customer experience across all platforms (Meta Ads, email)
- Highlight the craftsmanship and stories behind each maker
- Strengthen its position within Vancouver’s fashion community
The challenge was to create a creative direction that felt timeless, tactile, and emotionally resonant—without compromising the shop’s understated, quiet‑luxury ethos.
Approach
My approach centered on building a visual and narrative framework rooted in materiality, silhouette, and intentional design. This included:1. Concept Development
I began by gathering references across fashion, architecture, material studies, and contemporary editorial design. This research informed Miro moodboards that explored tone, palette, texture, and narrative direction. These boards became the foundation for creative alignment across the team.2. Editorial DirectionDeveloping seasonal concepts and visual narratives that highlight texture, craftsmanship, and the cultural context of each collection. The tone is minimal, poetic, and grounded in the tactile world of well‑made garments.
3. Photography & StylingCreating imagery that balances documentary clarity with editorial refinement. Focus on natural light, honest materials, and compositions that allow garments to breathe. Styling emphasizes ease, proportion, and the emotional experience of dressing.
4. Digital ExperienceRefining the brand’s online presence through cohesive content strategy, updated visual guidelines, and a more intentional approach to product storytelling. The goal is to translate the in‑store experience—calm, curated, intimate—into a digital environment.
5. Retail & Environmental Touch-pointsSupporting in‑store visual direction through layout adjustments, product vignettes, and seasonal merchandising that reinforce the brand’s narrative and aesthetic.
Social Media Content Creation
Supporting the brand’s digital presence through social media content creation and management, developing short‑form video, photography, and editorial captions that extended the seasonal direction into daily storytelling. This included shaping content calendars, preparing platform‑specific edits, organizing assets for upcoming posts, and ensuring each piece aligned with broader campaign goals. Working closely with the Creative Director, I helped maintain a consistent visual and narrative tone across channels, translating the brand’s calm, intentional aesthetic into a cohesive and engaging social experience.Marketing Asset Management
As part of my creative support role, I contributed to the development and execution of marketing assets across digital and in‑store channels. This included creating visual materials that aligned with the brand’s seasonal direction — such as product features, campaign graphics, email visuals, social templates, and promotional layouts. I worked closely with the Creative Director to ensure each asset reflected the brand’s tone, material sensibility, and visual clarity.My responsibilities included preparing imagery for marketing use, designing clean and cohesive layouts, adapting assets for multiple formats, and ensuring that all creative outputs maintained consistency across touch-points. This work helped strengthen the brand’s storytelling and provided the digital and retail teams with a unified set of tools for communication.
As a part of Wallace Mercantile’s event planning, I was responsible for planning and executing brand events that strengthened customer engagement and showcased new collections. From concept to completion, I coordinated logistics, managed timelines, communicated with vendors and partners, and ensured every detail aligned with the brand's vision.
For the Wallace Running Club, I listed and outlined partnerships, organized staffing, and created marketing and creative assets to deliver a cohesive brand experience. During events, I managed on-site operations, resolved unexpected challenges quickly, and ensured guests, vendors, and team members had everything they needed.
By maintaining clear communication, staying organized, and adapting to changing priorities, I helped deliver seamless events that increased brand awareness, fostered meaningful customer connections, and reflected the brand's commitment to quality and exceptional experiences.