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AYA Collection Launch : Crafting a Trendsetting Brand Identity

+7% monthly revenue growth, 900 Instagram followers, and 17% engagement in just 6 months!

Objective:

I set out to create and position a women's fashion brand with a strong identity and an impactful omnichannel marketing strategy.

My Role & Responsibilities:

As Creative Director, I managed the entire project, from designing the visual identity to orchestrating both digital and physical marketing strategies, while coordinating all teams involved.

Key Actions:

 

Branding & Art Direction:

I defined the brand image (logo, typography, visual identity) tailored to our target audience (women aged 25-35, urban, trend-conscious).

 

Digital & Social Media Strategy:

I deployed campaigns on Instagram and TikTok by creating engaging photo and video content and collaborating with micro-influencers to build brand authenticity.

 

Physical Marketing Strategy:

I organized in-store events, launched promotional flyer distributions, and coordinated boutique activations to enhance the customer experience and drive sales.

Measurable Results:

Grew Instagram following to 900 with a 17% engagement rate within 6 months.

Opened 2 physical stores.

Achieved an average monthly revenue growth of 7% between the 4th and 12th months.

Skills Demonstrated:

Art direction, digital strategy, project management, and omnichannel communication.

Holiday Season Operation Capsule Collection

Generated 11K CHF in revenue and increased community size by 16%!

Objective:
I aimed to boost visibility and sales during the festive season with an exclusive, personalized campaign.

Key Actions:

  • Concept & Creation:

    • We developed a personalized capsule collection concept where the influencers had the freedom to customize a model according to their vision. In this approach, customers could only select the option predetermined by the influencer, reflecting each influencer's unique personality.

  • Communication Strategy:

    • I provided a precise brief that enabled the influencers to create their own authentic content, ensuring a cohesive and compelling storytelling approach.

  • Diffusion & Engagement:

    • While the influencers posted their content on their personal channels, I simultaneously launched paid Instagram ads to further boost sales and reach.

Measurable Results:

  • Two models sold out within 1 week, with full stock depletion in 1 month.

  • Achieved a 16% growth in Instagram community size.

  • Generated 15K CHF in revenue.

My Role & Responsibilities:
As Creative Director, I conceptualized the campaign, provided a detailed brief to the influencers, and ensured the creative vision was consistently executed across all channels.

Skills Demonstrated:
Storytelling, digital strategy, campaign management, and cross-functional collaboration.

Black Friday 2023
Omnichannel Strategy

Achieved a +24% revenue increase in 24 hours through an integrated strategy!

Objective:
I was challenged to maximize revenue during Black Friday by launching an exclusive offer across both digital and physical channels.

My Role & Responsibilities:
As Creative Director, I designed the overall strategy, coordinated with internal and external teams, and optimized cross-channel communications for a highly impactful launch.

Key Actions:

  • Commercial Offer:

    • I implemented a 50% discount promotion across the entire collection, communicated simultaneously in-store and via digital channels.

  • Digital Strategy:

    • I planned and executed targeted ad campaigns on Facebook, Instagram, and TikTok—launching teasers three days in advance and ramping up on the day of the event.

  • Ground Activation:

    • I coordinated with on-ground promoters who wore the store’s iconic dresses, complemented by signs and balloons, to maximize visibility and attract qualified traffic to our physical locations.

Measurable Results:

  • Recorded a 24% revenue increase during the promotional period.

  • Saw a significant uptick in both in-store and online traffic.

  • Achieved a notable peak in social media engagement.

Skills Demonstrated:
Omnichannel strategy, digital marketing, event activation, and team coordination.

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