Creative Director: Chris Tinnesz
I was part of the core creative team that helped develop and launch PINK, a new sub-brand created to meet a clear cultural and emotional gap: connecting with a younger generation of women on their own terms. The goal was both strategic and human—build affinity earlier in a customer’s life while creating a brand that felt relatable, confident, and genuinely reflective of how young women saw themselves.
Our creative approach focused on understanding the lived experience of the audience. We explored a wide range of visual and tonal directions—testing softness, boldness, playfulness, and graphic expression—before identifying the college and pre-college demographic as the space with the greatest opportunity for connection and growth. That insight guided every creative decision, from the logo and graphic system to color, messaging, and in-store experience.
The resulting brand language balanced accessibility with confidence, offering an alternative to traditional notions of sex appeal in the category. PINK positioned comfort, personality, and self-expression at the center—creating a line that felt aspirational without feeling exclusive, and playful without losing credibility.
When PINK launched in 2004, it resonated immediately. Over time, it grew into a standalone lifestyle brand—expanding across product categories, retail environments, and cultural touchpoints—while also serving as an entry point into the broader Victoria’s Secret ecosystem. By 2010, the brand surpassed $1B in annual sales and became a key driver of long-term growth and relevance.
Beyond its commercial success, PINK reshaped how Victoria’s Secret engaged with younger audiences, offering a new model for brand evolution rooted in empathy, cultural awareness, and respect for identity. Early partnerships with professional sports leagues and collegiate licensing organizations—including HBCUs—further embedded the brand within campus culture and everyday life.
What began as a strategic exploration evolved into a lasting platform—demonstrating how an iconic brand can grow by listening closely, meeting people where they are, and creating space for confidence and individuality to emerge.
