Yankee Candle | Scent of the Year

Timeline: 12 weeks

Role: Senior Design Manager


The ASK
Launch Yankee Candle’s first ever Scent of the Year, One Together, with a visual campaign built specifically for Yankee Candle retail stores and store collateral that drives impact, boosts visibility, and builds brand awareness across retail and digital touchpoints.


The APPROACH
I led the cross functional team of 8+ on this project, including designers, copywriters, and photographers, partnering closely with the Marketing Director, Merchandising Director, and VP of YC Retail to ensure best-in-class deliverables for this first-time opportunity for the business and the customers, known as Fandels.


The creative north star was clear: Differentiation from Core, Innovation, Modern Stylish, Bold, Stopping Power. I intentionally shifted the storytelling toward more emotional, human centric imagery to create stronger consumer connection and stand apart from the core line.

The WORK
Within a fast 12-week timeline, I delivered an integrated retail and marketing system across more than 110 touchpoints, purpose built for Yankee Candle retail environments. This included in store collateral, visual merchandising, digital content, and supporting literature. Every element was designed to feel cohesive, elevated, and ownable for the brand. Once launched, the product flew off the shelf in a matter of three days.


The RESULT
Through photography and digital content, I delivered cohesive and differentiated in store experiences that helped drive brand growth. The Scent of the Year platform brought fresh energy to the Yankee Candle portfolio while increasing stopping power across retail environments.

The TAKEAWAY
When the story becomes more human and emotionally grounded, creative works harder, on shelf, online, and everywhere in between.