OPPORTUNITY TO STORY TELL USING BEAUTIFUL, HIGH-END CLOTHING
As the sole designer managing all collateral, I was able to build efficient processes and systems that were easy to manage and created more room for creativity and innovation. Efficiencies also allowed time for relationship building with both internal and external members. We found that the more we collaborated, the more we enjoyed the process and the output.
WORKING WITH REAL PEOPLE TO PROMOTE YOUR PRODUCT WAS A NEW OPPORTUNITY TO CONNECT ON A MORE PERSONAL AND AUTHENTIC LEVEL
the challenge
Working with clothing and models was a new adventure and an opportunity to do storytelling through beautiful, high-end clothing. This was also the beginning of influencer marketing and using real people to promote your product was a new opportunity to connect on a more personal and authentic level. The challenge was to manage a very active social platform in addition to the retail and digital platforms I was accustomed to.
WE INCREASED BRAND AWARENESS AND DEVELOPED INNOVATIVE BRAND PARTNERSHIPS.
the Opportunity
Creating brand and influencer content to work across multiple platforms allowed us to engage with many talented photographers, influencers and paid media partners. This helped us increase brand awareness and develop innovative brand partnerships. These partnerships came to life on landing pages, digital look-books and through engaging social media.
Art Direction
Parker being a bright and colorful brand, we wanted the patterns, textures and cuts to be the focus through every image. We decided to focus on approachable yet confident poses with muted backgrounds for seasonal launches.
This allowed for the brand content to stand apart from the lifestyle and in-situ content that the influencers provided allowing the products to show its versatility and dynamism shot portrayed in different environments and inclusive body types.
WE CREATED A VIRTUAL DESTINATION FILLED WITH GREAT CONTENT AND STORIES, ASPIRATIONAL PHOTOGRAPHY AND A GREAT E-COMMERCE EXPERIENCE
the results
The website became a virtual destination filled with great content and stories, aspirational photography and a great e-commerce experience that enabled a swift checkout experience. We also templatized the digital pages and email marketing for brand and promotional content creating an optimized production schedule allowing for higher output.
