Transforming a Brand's Presence:
I collaborated with the UK Managing Director to execute a comprehensive brand overhaul, strategically developing a new visual presence and a targeted marketing/events roadmap.
Design Process & Insights:
My approach was data-driven, commencing with extensive consumer focus groups. These sessions provided critical qualitative feedback on product perception, visual identity resonance, and essential purchase information required for online transactions.
The Outcome:
This user research directly informed the creation of a resonant brand 'look and feel,' an optimised Information Architecture (IA) for the e-commerce platform, and content developed with a customer-centric tone of voice.
Key implementations included:
New Visual Identity
reflecting the brand's
core vision.
End-to-end design and
build of a new e-commerce
website.
Design integration across all touchpoints: packaging, advertising, email campaigns, and experiential events (e.g., Polo, Lady's Day at the Races).
After the first year of launching the new brand campaign, sales rose by 361% (during a global recession). This generated subsequent consistent growth, with sales rising by another 23% the following year.
