Lena is a conceptual creative director specializing in creating comprehensive brand stories.
Lena has most recently led a complete rebrand for the Chase Sapphire Reserve brand to help reframe it's core messaging to be less around the tactical allure of points and more around the rewards and emotional benefits of shared travel experiences.This encompassed overseeing a new visual identity and editorial approach across all channel work including print, digital, OOH, social and Telelvision.
Lena was the creative lead for Old Navy’s turnaround, making the brand relevant to a new contemporary audience and helping it become profitable again. She oversaw the retail brand’s work over a five-year period, collaborating with celebrated comedic talent on the company’s entire TV and digital lineup. She worked directly with Melissa McCarthy, Amy Poehler, Julia Louis Dreyfus, Fred Armisen and Carrie Brownstein, as well as Amy Schumer to create the most talked-about campaign work for the brand.
Lena also led creative work for Target, The Honest Company, Harry’s, Bravo TV, Sephora, JP Morgan Wealth Management, the One & Only Hotel Group, and conceived the launch of Virgin’s new cruise line, Virgin Voyages and Google’s new modular phone.
She also worked on projects for Tanqueray Gin, H and M, Celebrity Cruise, NBC, CBS, Ring, Wrangler, Pepsi, Michelob, Tanqueray, J. Crew, Williams Sonoma Home, the Richard Avedon Foundation, Anthropologie, Banana Republic, Farfetch, Net-a-Porter, Bergdorf Goodman, Belstaff, FEED USA, Dockers, and Eddie Bauer.
Lena was born in Australia and grew up in Hong Kong. She attended the Rhode Island School of Design, where she received her BFA, and she earned her MFA at the School of the Art Institute of Chicago.
Lena worked as a production designer represented by The Wall Group for 15 years for a multitude of fashion and editorial clients before transitioning into her role as a creative director. It is this deep knowledge of both sides of production and her longstanding network of industry connections that has makes her a compelling creative partner and collaborator.