/ Art Direction / Brand Strategy / Graphic Design / Photo + Video Production / Creative Direction
Historically a menswear-centric brand, the Woolly women’s line has been growing in popularity and demand. Our main focus was to refine brand voice (visual and written) to curate the digital product presentation for the women’s line. Our aim was to define and resonate with the target audience and differentiate from the template and style that has been inherited from the historical product lineup and content.
We conducted a brand audit, and competitor analysis, developed department positioning within current Woolly brand values, defined product catalog marketing attributes, developed customer personas and archetypes, scouted models and locations, seasonal marketing campaign theme, photographic style for campaign themes, and product page style guide.
This has since evolved into a part-time role managing content creation, ambassadors, athletes and the advertising agency.
More Wool, less plastic.
Our latest project was the Kickstarter for a new activewear, with the goal of providing an alternative to polyester-based activewear. Meet MerinoAire.
Everyday Merino, for everyone.
Designed for a life in motion
Style, unrestricted
The Woolly team wanted to extend their sizing to include XL in select women’s styles. We styled a mid/plus-sized model to show variation of body types on product pages.
