Project: “The Grace of Goth” Concept Proposal
for Visual Display Artist + Coordinator Role

• Situation: As part of a 4th interview with the Urban Outfitters brand Terrain, I was asked to create a Halloween concept for the role.

• Design Process:

  • I developed a comprehensive Halloween concept, 'The Grace of Goth,' in response to a project prompt. My process included extensive research into Terrain's brand aesthetic and visual identity. I then created a series of detailed mood boards to define the theme, color palette, textures, and atmospheric direction. From there, I conceptualized and designed a cohesive in-store journey, creating unique 'witch' archetypes for each store concept (Dining, Spa, Home). I completed the project by sketching and painting two views of the Ancestor's Altar and compiling a professional, multi-page PDF presentation that included my sketches, mood boards, and a written explanation of how the concept aligned with the brand and customer experience.

• Result: This project yielded a detailed and brand-aligned concept proposal that serves as a strong representation of my creative process, experience and visual merchandising skills. The submission effectively demonstrated my capacity for aesthetic research, conceptual design, and ideating a cohesive, immersive narrative that translates seamlessly across different retail spaces.