Tommy Bahama

Digital/Campaign, Design & Production

Creative Role: Digital Designer, Digital Production Designer

Known for their signature Hawaiian Camp Shirt—for over 25 years Tommy Bahama has been helping customers live the Island Life in casual, swim, and golf.

In 2017, the brand internally pivoted to embrace digital more than ever before. Cross-department collaboration brought animation, video, and comprehensive campaigns.

Flipside Campaign 

One of the most comprehensive projects at Tommy Bahama I played a lead role in, Flipside is an annual spend-to-earn promotion. This year the company introduced an extra conversion incentive through 2 phase (Gold and Silver) with coordinated earning & reward periods. Myself and a copywriter partnered with team leads across departments to build and design and execute this 6 phase suite.

Below: Styles of Promo phases for “Gold” promotion period, Homepage

Below: Earnings & Redemption Email highlights, followed by collateral for email banner & email grid assets.

Good digital production design is strategic.

When you have an eye on all digital parts you can anticipate opportunity. At Tommy Bahama I was able to proactively propose and create novel assets—designing eye-catching creative around campaign hotspots that mattered (like a 2-day Free Shipping promo right before the holiday deadline).


Like many established brands that have existed for decades, Tommy Bahama will continue to face the growing pains inherit to retail in the digital age. This space presents great opportunities for digital innovation.