Reclaiming Tula as a Fashion Brand for Modern Motherhood
The Challenge
Reestablish Tula as a culturally relevant, scalable brand for a new generation of mothers—without losing the self-expression and individuality that made it beloved in the first place. After years of fragmented growth, Tula had lost clarity around its core consumer proposition and become concentrated in niche markets. The opportunity was to reclaim its roots in self-expression and community while redefining what modern motherhood could look like: a brand where women don't have to trade their identity for their role as a mother.
The Approach
I led a comprehensive rebrand, repositioning Tula as a fashion-forward expression of modern motherhood. We clarified the brand strategy and positioning, established a new visual identity and creative direction, and developed an elevated art direction system rooted in fashion, individuality, and cultural relevance. I led the global brand experience across photography, campaign development, UX/UI, e-commerce, retail, packaging, social, and other consumer touch points—creating a cohesive system designed to scale while giving consumers permission to make Tula their own.
The Results
The newly relaunched Tula is resonating across the ecosystem—from consumers and influencers to retailers, trade partners, and media—reigniting interest in a brand with deep consumer love and renewed cultural relevance. Early response has reinforced the opportunity to position Tula at the intersection of fashion, function, and self-expression, creating a stronger platform for growth across channels and markets.
Project Leads
Agency: The Outset, Linda Honan, Principal
Copy Lead: Tricia Mirchandani, T. Collective
Production: Numbered, Martin Silvestre, Principal
