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FINALE
REBRAND
ROLE
Digital Design
Branding Identity
Creative Direction
INDUSTRY
Fashion/Beauty
Retail
To help bring in more customers, Finale wanted to focus on implementing new digital marketing strategies.
This strategy included, but was not limited to, improving our digital signage, rebranding our social media accounts, and creating ad campaigns.
In this case study, I will only focus on the revamping of our Instagram account. At the time, the account primarily showcased our new arrivals and lifestyle inspiration photos.
REVAMPING FINALE’S SOCIAL MEDIA
Prior to rebranding, the posts were simple, uniform and concise. We felt it did not accurately show off our brand.
We wanted to lean more towards colorful, lively and bold.
In order to achieve this, I looked at existing social media for popular brands that typically attracted college female personalities because of our proximity to neighboring colleges.
I drew inspiration from brands such as Forever21, TopShop, The Line by K, and the like. We mainly looked at brands that instill confidence in women and helped customers explore their creativity.
IMPLEMENTATION
In creating posts for our company’s Instagram, I was challenged with short deadlines and trying to keep up with creating posts every week.
While I worked as Finale’s Visual Designer, I also worked as a sales associate. In between crowd rushes, I was given raw photoshoot material and came up with concepts on the fly. I had produced content under deadlines as short as 15 minutes.
The following visuals are some concepts that were featured on our Instagram and better represented our company’s brand.
In order to create these concepts in between crowd rushes, I conducted both observational research and used past interactions with customers to inform my design.
I took note of:
- keywords they used (language)
- trends they were looking to achieve (goals and inspirations)
- frustrations they expressed (pain points).
RESULTS AND IMPACT
With our new implementation of our digital marketing strategies, our company saw a 20% increase in clientele & a 10% increase in web presence.
Along with a positive response to our rebrand and tighter knit beauty community within New Brunswick, my designs helped inform future designers in creating new content for Finale.
Instagram posts created by me
Instagram posts created by the new designers currently at Finale
