After six consecutive quarters of growth, Signet’s Piercing Pagoda business needed to evolve its brand, services, and experiences to stay relevant and continue its trajectory.

I partnered with the company’s President and led a cross-functional design team to uncover the attitudes, needs, and behaviors of Gen Z consumers.

Through mixed-methods research, we discovered unexpected opportunities for the business and brand. We then developed a brand purpose grounded in uninhibited self-expression that guided the company’s rebranding campaign while shaping new products and services that increased revenues by 64% in its first year.