Retail Brand Launch Campaigns
Brand launches | Product Launches | Seasonal Campaigns | Merchandising
SOTTOS
Rebuilding Trust:
The Relaunch of SOTTOS
Following the closure of G-RO luggage, the brand’s loyal customer community had been left disappointed by a failed crowdfunding campaign. When the company re-emerged as SOTTOS, the challenge was to reintroduce the beloved product while rebuilding trust with an email list of customers who felt burned by the previous experience.
My Role
Creative Direction, Launch Strategy, Campaign Development, Copywriting, Kickstarter Creative Lead
The Challenge: How do you relaunch a product to an audience that feels let down by the original brand?
We needed to acknowledge the past honestly while introducing a new company with a renewed mission, leadership, and commitment to delivering the product customers had originally supported.
The Strategy
I developed a 10-part narrative campaign designed to guide the existing customer community through the relaunch journey.
The campaign focused on three phases:
1. Transparency
Openly addressing the closure of the previous company and acknowledging the disappointment customers experienced.
2. Reintroduction
Introducing SOTTOS as a new company while reconnecting customers with the product design they originally loved.
3. Renewed Confidence
Building excitement around the future of the brand and inviting the community to participate in the next chapter through a new crowdfunding campaign.
Working closely with the CEO, I helped craft personal messaging that balanced transparency, accountability, and optimism.
The relaunch campaign included:
A 10-part email storytelling series guiding customers through the brand’s evolution
Creative direction and design for the Kickstarter campaign page
Campaign copywriting and messaging strategy
Visual storytelling and product positioning for the relaunch
Creative direction and on-camera presence in the brand’s Kickstarter video
Outcome
The campaign successfully rebuilt engagement with the existing community and introduced the new SOTTOS brand.
Results included:
$240,000 raised through the Kickstarter campaign
Successful relaunch of the brand under the new SOTTOS name
Re-engagement of the legacy customer base through transparent storytelling
This project reinforced the power of thoughtful storytelling and transparent communication in rebuilding customer trust and launching a brand’s next chapter.
Creative Direction for Retail Storytelling: Londontown
Context
Londontown is a luxury nail care brand positioned at the intersection of clean beauty and elevated self-care. As the brand expanded its product assortment and retail presence, it needed a cohesive visual direction to guide how products were presented across social media, ecommerce, and campaign photography.
My Role
Creative Direction, Campaign Concept Development, Visual Storytelling Frameworks
The Challenge
Ensure consistent brand storytelling across multiple teams—including social media managers, photographers, and graphic designers—while maintaining Londontown’s premium positioning.
The Approach
I developed creative concepts and visual frameworks that served as directional guides for the brand’s marketing team and external creatives.
These frameworks helped ensure consistency across multiple channels while giving execution teams clear creative guidance.
My work included:
• Developing seasonal campaign concepts aligned with product launches
• Creating mood boards and creative briefs for photography and social content
• Designing creative concept decks to guide the social and design teams
• Establishing visual storytelling systems for product launches and seasonal moments
• Collaborating with marketing leadership to align creative direction with retail and promotional calendars
Execution
The concepts and direction I developed informed:
• product photography
• social media campaigns
• digital marketing assets
• ecommerce storytelling
• seasonal retail campaigns
By providing clear creative frameworks, the internal team and external collaborators could execute campaigns consistently while maintaining brand standards.
Outcome
The work helped establish a stronger visual identity for Londontown across digital retail channels and social media, ensuring product launches and marketing campaigns felt cohesive and aligned with the brand’s luxury positioning.
