It was a pleasure working with Singapore-based British fashion designer Gen Woo for six months, developing a brand strategy and guidelines for this young, sustainable fashion brand. The company's new commercial offering was a next step for the business, which had been making and supplying its clothing line into leading department stores for some time.
From audience and competitor research, to developing brand values and tone of voice, and finally creating brand guidelines for the in-house team to apply - this was a big but successful project with a great team.
Understanding the brand
Initially we worked with designer Gen to establish what the brand was all about, and much of this was aligned to Gen's own values and passions. We developed the personality of the brand, and the tone of voice to reflect an ethos of freedom and positivity. The brand would be aimed at a Gen Z audience.
Research and brand strategy
A huge part of our time was dedicated to research for the strategy. We mapped the brand's values and personality against others in the market, considering the current scale of the business in relation to others, and identifying our target audience to find our overall position in the market. We developed two customer personas to help the wider marketing team better understand who they needed to reach online.
Pulling it all together
We were able to give the brand designer everything they needed to interpret the brand visually and the final logo ID (shown above) perfectly sums up the essence of the brand - beautiful, wearable clothes that are sustainably-made, for people who love life - a brand focused on positivity, freedom, and making better choices for a more sustainable future.
Monitoring results
Following the brand work, we worked with a small team to establish the digital marketing strategy. Over the next few months, we monitored the results of the marketing activities to ensure things were working, or reflecting and making changes where needed. Providing a monthly KPI report to the Directors, we were able to show steady growth in website traffic and engagement.
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