In 2020, I led the editorial and content strategy for the launch of JUNIPERunltd, a content-driven inclusive marketplace. The tagline for Juniper is DESIGNING THE FUTURE. A future that is inclusive for all, accessible for everyone. This led to the development of multiple brands within the accessible design space.

At the heart of and the inspiration for Juniper is MagnaReady, an inclusive menswear brand which brought human-centered design and technology to both dress and casual men’s apparel. As the flagship brand for Juniper, we leveraged MagnaReady’s patented magnetic technology to create inclusive brands for new customer segments.

As we created Juniper and looked towards the future, we saw a need for stylish women’s adaptive apparel that combined beauty and function. That’s when YARROW was born. A collection of elevated basics that are comfortable and easy to dress up or down, offering both style and dignity.

We also saw a need for performance adaptive apparel which led to ULEX - UNITE. LIVE. EXCEL. Engineered to excel, ULEX brings performance sportswear to all abilities with the everyday athlete in mind, boasting functional and adaptive design to empower access for all. All Athletes. All Abilities. Access for All.

From naming and brand persona to editorial and hangtags, I led the narrative for these new brands, as well as other brand pitches such as Selma.