As Men's Design Director for Margaritaville I was tasked to refresh and innovate the design perspective, graphic branding and fabrication by bringing an overall strategic cohesiveness within trend, fit and color story resulting improving appeal to buyers and distribution channels. Define vision for concept innovation by sizing market opportunity, defining brand proposition, assessing competitive landscape and determining operational feasibility. Identify opportunities to evolve categories and invigorate current portfolio to meet market needs: created men’s swimwear with newer fabrics, textures and prints as well as a design perspective for a new youth segment.