At Tea Collection, I led the brand’s creative reinvention, evolving it from a catalog-driven business into a modern e-commerce-led DTC company with global growth ambitions. Through extensive consumer research, we discovered something remarkable: over 90% of our customers and prospects listened to NPR, read regularly, followed global news, and were deeply invested in their children’s learning. They were seekers — curious, thoughtful, and globally minded.

This insight became the foundation of the new Tea brand world, a brand designed for the curious family. We shifted our creative approach from promotional to editorial, documenting real kids in real places, photographed by editorial storytellers and accompanied by narrative depth. Each collection drew inspiration from a region of the world, told through photography, film, and written stories that celebrated culture, learning, and connection.

The result was a brand that felt richer, more authentic, and more meaningful, blending education and inspiration and turning every product story into a moment of discovery.