Reilly Sapp: Brand Worlds in Motion

Reilly Sapp
Associate creative Director, ROWE Creative Union, Columbus, Ohio / Age: 27
Favorite Video Game: Wii Sports

WHY REILLY?

Reilly applies a strategic mindset and sharp visual instincts to the intersection of brand, digital and retail experience. As an Associate Creative Director at ROWE, she leads creative development from initial brief through final execution, bridging strategy and design to deliver clear, compelling brand stories across print, digital and experiential platforms.

Her portfolio includes work for brands such as KFC, Sodexo and Cameron Mitchell Restaurants, where she develops visual systems and storytelling assets that bring brand narratives to life across customer touchpoints. Known for her ability to translate complex ideas into accessible visual language, Reilly balances conceptual thinking with meticulous design craft, ensuring that every idea is both imaginative and executable.

Reilly worked on this statement-making KFC Saucy! concept, one which aims to reach younger consumers. PHOTO: SIMON LEWIS, NEW YORK

Inside the studio, she is equally recognized for her collaborative spirit and mentorship. Reilly supports junior designers by helping them refine their creative voice and navigate the challenges of fast-paced project work, while also partnering with senior leaders to streamline design thinking across teams. With a thoughtful, intentional approach to design, she represents a new generation of creatives shaping how brands communicate and connect with audiences in today’s retail landscape.

What role do you see stores playing in the future?

Younger generations are increasingly drawn to experiences that feel nostalgic, or that evoke nostalgia for earlier eras, because they offer comfort in a world that often feels uncertain. At the same time, they’re seeking to be genuinely wowed. With the constant stream of inspiration and content we consume daily, it’s harder than ever to surprise or impress them. I believe physical retail will not only continue to thrive but may become more important than ever. However, to truly captivate this audience, stores will need to go beyond transactions. They’ll need to reflect a lifestyle, becoming immersive environments where multiple disciplines converge, and culture, community and commerce come together.

Describe a recent project that you were involved in. What about that project made you proud?

Saucy by KFC was a challenging but incredibly rewarding project to be part of. Our team was tasked with creating a brand, from concept to physical space, in less than nine months. The goal was to design a tech-forward, brand-immersive dining experience for Gen Z, while still honoring the family-friendly spirit KFC is known for. This project truly pushed us to think outside the box and immerse ourselves in the subcultures of our audience. We explored everything from gaming culture to beauty trends on a random Tuesday, all in the pursuit of creating a brand that feels like a lifestyle, not just a quick-service restaurant experience. Seeing the brand receive widespread media coverage was immensely gratifying, but what made me proudest was knowing the heart and soul my team poured into every aspect of the project.

What do you enjoy most about your job?

I feel incredibly lucky to say that my current position is my dream job. My favorite part is that no two projects are ever approached the same way. We look at every opportunity with fresh eyes, tailoring our design process to fit the specific needs of each project. Some might see that constant change as stressful, but for me, waking up to a new challenge every day, and getting to unlock something entirely new, is deeply rewarding. It allows me to feel like a pioneer in the industry rather than simply a follower.

If I had an unlimited budget for a project, I would…

…collaborate with a local artist to create a fully immersive, lifestyle-driven retail experience.

My dream project is…

…creative directing a physical brand experience for a coastal Northern California hotel that seamlessly marries retail, hospitality and F&B.

My favorite thing to do when I leave the office is…

…head to hot yoga to reset and renew my creativity.