Photography credits to Lily Cummings, Model Chloe Hayward
brand-building
-developed growth-partnership opportunities through giveaway launches.
-strategized creative campaign creation for The Art of Being Human: a six part “drop collection” series that focuses on different aspects of life’s vulnerability and authenticity.
-enhanced consumer engagement for a stronger omni-channel presence.
Working for Warp + Weft, a fully affordable, sustainable, and size-inclusive denim brand, helped me realize how and where I thrive: in environments where doing good is good business, where EQ meets IQ. Expanding a brand is a marathon, not a sprint— where I’ve learned flexibility, adaptability, and perseverance are key to being creative on a budget. It was a 360* experience where I got to be at the forefront of digital brand building for social campaigning and the backend for the brand architecture in Klaviyo.
projects:
The Art of Being Human:
Series 01: The Art of Being Dark: Noir collection— black dye and wax-coated jeans. Designed to be worn universally, no matter the occasion and time, this collection is composed of “every black jean you’ve ever wanted.” In executing the launch of this collection, I was responsible for coordinating influencer management as the WW point of contact, gifting supply logistics, and inventory denim supply at both warehouse + office.
Series 02: The Art of Being A Woman: Women’s Regular + Plus Spring 2020 collection — lighter indigo dyes and colored dyes. I moderated and supported out of house photo shoot styling and logistics.
‘Free Jean Giveaway’: free jeans for the first 200 new customers.
In a strong effort to grow email and website traffic and social media following, I was able to execute Warp + Weft’s first product giveaway. Through WOM marketing and new customer email signups, it was a 100% success rate— 200 new customer emails, an incredibly low bounce rate on site, and increased LTV of those who’ve been wanting to try W+W denim to ultimately a “repeat customer.”
During COVID-19, a world-wide pandemic in an unprecedented crisis, all primary product-focused marketing efforts were shifted to emotional-impact efforts to reflect a language and tone of compassion and empathy. With Corona’s unrelenting spread and a consistent barrage of news death updates, it’s been easy to feel down, fearful, repressed, and angry. To alleviate a bit of stress and lift spirits of our rocked world, I lead the research of the denim’s name origins (Seoul + Seattle + NYC) to showcase good news in that area.
