The Edge,
Edited
A Portfolio by Nina McCandless
With visionary sensibility, a keen eye, a passion for the creative edge and a confident pulse on what’s now and what’s next -
Nina McCandless crafts retail experiences, marketing initiatives, and events that resonate deep, transforming brands into unforgettable entities that captivate the senses and leave an indelible mark. Nina’s work transcends the ordinary, aiming to evoke powerful emotions—whether it’s the warmth of nostalgia, the allure of luxury, the spark of curiosity, or a uniquely crafted sensation all its own. Through strategic insight and impeccable execution, she bring brands to life, ensuring they not only stand out but also connect with audiences in profoundly meaningful ways.
Storyscapes
Crafting Worlds with Words
Brand Architecture
Building Cohesive and Powerful Brand Ecosystems
Whether a brand is managing a diverse range of products, services, or sub-brands, every element must align with a core brand identity and its business objectives. With the aim to amplify market presence while building a brand ecosystem that resonates with audiences, Nina works to support a unified and strategic framework that connects all aspects of a brand’s portfolio. Through a meticulous process, she integrates with the in-house marketing team to analyze existing brand structure, identify opportunities for optimization, and develop a cohesive brand architecture that enhances brand visibility, drives customer loyalty, and supports long-term growth.
Brand Management
Sustaining and Elevating Brand Value
Working closely with C-Suite leaders and their in-house marketing, sales and business development teams to ensure brand consistency, relevance and impactful messaging across all touch-points, Nina remains dedicated to maintaining and enhancing brand strength in a constantly evolving market. From developing and enforcing brand guidelines to monitoring brand performance and adapting strategies as needed, Nina’s approach is both proactive and adaptive - helping to navigate challenges, seize new opportunities, continue growth, sustain value and achieve lasting success.
Brand Voice
Consistent Communication = Powerful Connection
How do you articulate with clarity, consistency, and authenticity across all platforms with a defined, distinctive voice that reflects a brand’s personality and values, ensuring that it resonates with brand’s target audience(s)? Whether there is the need to establish a new voice or refine an existing one, Nina crafts guidelines that provide a clear direction for all communications, from marketing copy to customer interactions. By aligning brand voice with the overall brand strategy, every message has the power to strengthen brand identity and deepen audience connections.
Retail Concept Design & Management
A curated immersive retail journey
In an ever-changing retail landscape, a dynamic and adaptive approach to concept design and management is essential for success. Designed to navigate the complexities of modern retail with creativity and strategic precision, Nina develops tailored retail experiences that align seamlessly with brand identity and business goals. By leveraging market trends and consumer insights, Nina optimizes store layouts, product curation, and customer journeys to drive measurable impact. From experiential pop-ups and flagship stores to immersive in-store activations, every retail touchpoint is meticulously crafted to enhance engagement, build brand loyalty, and fuel sustainable growth.
Events
Brand Stories Come to Life
Designed to create unforgettable moments that resonate with your audience and elevate your brand, Nina specializes in crafting immersive experiences that align with your brand's identity, whether it's a high-profile launch, a corporate event, or unique brand activation. From concept development to flawless execution, Nina works with in-house teams or, if the team needs to focus on other marketing initiatives, Nina can fully manage the full event strategy. Ensuring every detail is tailored to engage and inspire a lasting impression, Nina's craft is to realize experiences that drive brand loyalty, amplifies your message and build your brand's culture.