In the competitive world of fashion, brand identity is paramount—a foundational element that sets the tone for a brand's journey. At Decimal The Label, I undertook the task of creating a brand from its inception, collaborating closely with the founder, Thuy Nguyen. Fuelled by strategic insight and creative drive, we embarked on a mission to establish Decimal The Label as a beacon of innovation and sophistication.
Working alongside Thuy, I led the development of Decimal The Label's brand identity—a process that required meticulous planning and execution. Together, we delved into the core values and aspirations that would define the brand. Drawing inspiration from Thuy's vision, we crafted a visual identity that reflected Decimal The Label's modern and refined aesthetic.
One of the key aspects of our strategy was the creation of a cohesive visual identity, which served as the foundation for the brand's communication and expression. With the expertise of external graphic designer, Jackie Elliott, we translated our vision into tangible design elements that captured the essence of Decimal The Label.
In addition to visual identity, I spearheaded a comprehensive strategic plan to position Decimal The Label for success in the competitive fashion landscape. This included conducting market analysis, identifying target markets, and developing pricing, communication and social media strategies:
Central to our approach was a commitment to authenticity and connection with our audience. We ensured a seamless online experience through the development of our Shopify website and implemented personalised engagement strategies through email marketing with Klayvio.
As part of our launch strategy, I worked with a freelance content creator to curate a content library that included a teaser and launch campaign to generate excitement and anticipation among our audience. This involved curating visually compelling imagery and content to showcase Decimal The Label's unique identity:
I really enjoyed working with Thuy to bring her vision for Decimal The Label to life and can't wait to see the heights to where the brand will go!
Me (centre) and Thuy (right) on the day of the Illuminate photoshoot!
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