Margaret Williamson Bechtold
Brand Direction

10+ years experience in major-brand and startup creative direction and brand support.
A shortlist of various projects successfully perfomed over the years:

Independent Commissions

Curated and coordinated an inspiration itinerary surrounding NYC’s best new design properties for BMW’s MINI head designer to explore with members of the press.

Conducted primary market research for tech startup Orient, including surveys and interviews. Assessed the competitive landscape, uncovered untapped potential, and recommended methods of distinction to inform the development of its debut smart home system.

Evaluated target markets, identified idle opportunities and provided design and positioning feedback based on current and future trends for the micro-housing company Kasita, a top brand launch at SXSW 2017.

Partnered with High Court’s founders to plan and execute a pop- up experience in Manhattan that successfully gained proof of concept, drove early membership, generated positive press, attracted key investors, and provided a forum in which to workshop the offering of the forthcoming lifestyle brand (a hospitality/fitness membership club, opening 2020).

For sustainable womenswear brand Being Apparel’s third collection: Performed collection reviews and product edits; lead campaign shoot via art direction, staffing, casting and styling; designed lookbook and linesheet layouts; wrote brand and product descriptions, named items; established blueprints for stockist and consumer outreach.

Agency Work

Achieved as Concept Director for New York-based idea agency TOBE:

Steered a long-lead whisper campaign building up to a film release starting three years in the advance for DreamWorks Animation.

Explored the future of food for Campbell’s Soup Company. Inspired physical and digital marketing initiatives for Sephora.

Led consumer connections projects and relevant rebrands for A&E Networks.

Energized the North American human resources executives at Louis Vuitton and Donna Karan to recruit, hire, promote and manage their next generation of leadership with culture- improving impact and relevance.

Provided fashion direction and product planning for luxury department stores (including Bloomingdales, Neiman Marcus in America, KaDeWe in Berlin and El Palacio de Hierro in Mexico) and mass market stalwarts (including Target and Kohl’s).

Trends identified early (an edited selection): Athleisure’s overtaking (2012); The “BFF” marketing tone (2013); The post- gender conversation (2014); Millennial parenting implications (2014); The rise and impact of Feminism’s fourth wave (2015).

Selected Styling Commissions

RCA, Sony, Girlfriend Collective, Verishop, Mercedes-Benz, Reebok, Roller Rabbit, Milk, Refinery29.