Brand:
Amugonna
brand now closed
project duration:
FEBRUARY 2021 | 6 MONTHS
project role:
CREATIVE DIRECTOR
VIDEO PRODUCER
PHOTOGRAPHER
BRAND CONSULTANT
GRAPHIC DESIGNER
PROJECT DETAILS:
DISCOVERY & RESEARCH
LOGO + BRAND IDENTITY DESIGN
BRAND STYLE GUIDE
SOCIAL MEDIA CONTENT ARCHITECTURE
POSITIONING
WEBSITE DESIGN
CONTENT STRATEGY
SHOPIFY WEBSITE DEVELOPMENT
PHOTOGRAPHY
COPYWRITING
VIDEO PRODUCTION
INFLUENCER MARKETING
CHALLENGE:
Reconstruct the Amugonna brand from an oversized streetwear brand to an athleisure apparel brand that appreciates the arts culture. The brand needed to be reconstructed from the bottom-up and be placed on a direction that the owner can resonate with as well as manage. The goal was to redevelop the brand from visual branding to smoothing out the customer shopping experience.
outcome:
Establish brand type logo and design system
Establish social media content pillars for content strategy
Refresh e-commerce platform for smoother customer shopping experience
Increased customer base with Email marketing and social media engagement strategy
Release 2 promotional campaigns that linked Amugonna with Berkelee School of Music
Gain positioning as an athleisure apparel brand amongst student demographic
Increased sales by 200% through E-commerce platform
Establish the Amugonna tone of messaging: the silent warriors
Develop a production timeline template to achieve smoother product introductions
Impact by the numbers:
Increase sales of 200% since initial brand launch
Expand to 10 product lines
Increase social media following by 90%
Increase social media engagement by 250%
Collaborated with 4 musicians and media professionals in Los Angeles
Became the direct producer of apparel for 3 student organizations
