JCPenney Brand Work — Whitney L Reed

2025 was the year for brand reinvention. We empowered Mischief, our agency of record, to ask future customers to reconsider JCPenney. There is so much inside JCP that's going to surprise you, at surprisingly great deals. YES, it's from JCPenney.
Our key audiences include our Brand Standard, Everyday Essential, and New customers. We want to surprise them with current fashion trends, as well as continue to evoke trust and consistency with current customers.
The spring season is the perfect time for brand transformation, as we transition from winter coziness to spring trends. Acquisition and building brand relevance are the priorities for the season.
My team's role in the brand transformation was to take the Mischief concept work and execute it across channels.

Landing Page for Yes, JCPenney brand campaign

2025 was the year for brand reinvention. We empowered Mischief, our agency of record, to ask future customers to reconsider JCPenney. There is so much inside JCP that's going to surprise you, at surprisingly great deals. YES, it's from JCPenney.