SJP by Sarah Jessica Parker

Provided graphic design and creative direction for a special collaboration between SJP by Sarah Jessica Parker, Ron Thurston—bestselling author of Retail Pride—and KWI, the retail industry’s only true turnkey omnichannel platform. This project celebrated the intersection of fashion, retail leadership, and cutting-edge technology.

The design work included developing cohesive visual assets, aligning with each brand’s identity while creating a unified aesthetic for the campaign. The campaign aimed to spotlight the importance of human connection in retail, capturing the spirit of innovation, empowerment, and style that defined the collaboration.

SERVICES PROVIDED

Creative Direction
Digital Marketing

Graphic Design
Social Media

SOCIAL PRESENCE

Sarah Jessica Parker sat down with Ron Thurston at the SJP boutique in NYC to discuss retail culture, community, and the power of human connection. During their conversation, Sarah emphasized her belief that physical stores offer the most meaningful opportunity to engage with customers and are vital sources of real-time product feedback, a key advantage in the fast-moving world of fashion.

As Sarah told Women’s Wear Daily, “You learn that by being on the floor, just by sharing stories and seeing their feet. It’s been, for sure, the most joyous part of the work.” When asked why a brick-and-mortar presence was essential, she simply stated, “It didn’t occur to us to do anything else.” While eCommerce sustained the brand during the pandemic, Sarah sees the boutique as irreplaceable, providing one-on-one connections that foster loyalty and community.

As Sarah told Women’s Wear Daily, “You learn that by being on the floor, just by sharing stories and seeing their feet. It’s been, for sure, the most joyous part of the work.” When asked why a brick-and-mortar presence was essential, she simply stated, “It didn’t occur to us to do anything else.” While eCommerce sustained the brand during the pandemic, Sarah sees the boutique as irreplaceable, providing one-on-one connections that foster loyalty and community.