ROLES: CREATIVE DIRECTION, BRAND STRATEGY, TEAM DEVELOPMENT, CREATIVE PERFORMANCE OPTIMIZATION, CLIENT MANAGEMENT
Unboxing stop motion animation for Infinity Loft
Situation:
CaaStle, a word derived from Clothing As A Service, is a tech start up and B2B platform that enables retailers and fashion brands to offer a subscription rental experience. In 2019, with strong projected growth for circular fashion and subscriptions models CaaStle was primed for rapid exceleration of their partnership platform.
Tasks:
I was tasked with leading CaaStle's internal agency and structuring their creative team for success in supporting multi-channel campaigns.
There was a strong need to provide brand partners with creative insights to align on how style and message was being interpreted or evolved for their rental programs.
Key Partnerships: Ann Taylor, Banana Republic, Bloomingdales, DVF, Eloquii, Loft, NY&Co, Rebecca Taylor, Scotch & Soda and Vince.
In the example of the Infinity Loft launch kit, the color of the box and booklet are coordinated to tie into the website and style guides. InVision DSM was introduced to support CSS and broader application cohesion for OMNI channel consistency.
https://www.infinitelyloft.com
https://www.brstylepassport.com
DVF Link Launch
https://www.dvflink.com
Action:
During 2019 I lead the creative team to evolve collaborative systems for best in class digital, packaging, direct to consumer performance marketing, and in-store exhibit programs. Funnel creative strategy was optimized to maximize lift in conversion while educating the customer on distinctions of the service.
I supported the designers and copy writers to centralize style guides and brand references and clarify high performing and test oriented approaches while introducing design sprints and design thinking methodologies to ideation and creative workflow.
I worked with the marketing team to build case studies on launches and ongoing creative funnel campaigns that were used to showcase materials for new clients and in training of staff.
I supported the website product team to evolve the core platform and refine type guidelines with broadened customization for font and style elements. This advocacy brought the rental platform more in line with the core partners platform branding.
During this period the staff on-boarding materials were refined to support clearer line of site on goals, learning and development.
Results:
New brand systems that I introduced supported partners to have more confidence with CaaStle. CaaStle was better set up to meet their customer with direct to consumer and acquisition oriented creative that pushed style inspiration and service.
On boarding of new partnerships was improved and this made for smoother approval and supported more innovative and result optimized copy, design and marketing approaches.
TEAM CREDITS: Copy Lead Jodie Hayford, Copy Alexandra Hitzler and Taylor Mullaney,