I’ve always been a tactile person and was very much a catalog kid who rushed to the mailbox ready to make wishlists and collages for afternoons on end. Being able to spearhead editorial, create the cover taglines, and collaborate on two gorgeous print catalogs during my time at Parachute was a career highlight.

Projects like these require rounds and rounds of meetings, company-wide approvals, and the highest level of cross-functional collaboration to finalize each page. In retail, nothing ever stops, so this was one of several projects on my metaphorical stovetop that I was overseeing and working on at the time.

The creative team was a tight-knit group that included a few graphic designers, a creative director, a tiny production team, editorial, and a photographer. We had no more than 10 people in our standing meeting every day, talking through our projects and brainstorming as a unit.

My time there allowed me to grow professionally and lean into trusting my instincts without chronic oversight. It showed me that great copy comes from being at the center of the organizational flow and supporting all other channels and departments from the inside out. The team mentality was to make every impression count and to go back in and fix something as many times as needed.

It was an exceptional jumping-off point into freelancing full-time. I dive into projects head-first with minimal direction and wear as many hats as needed until a project looks and feels complete.

The September and Holiday 2022 catalogs, had audiences of 800k+. Catalogs were sent directly to homes, as well as stocked and distributed in every Parachute retail location across the country.