Focus: Comprehensive Rebrand & Relaunch
I was introduced to KeriKit founder Keri Jamieson in November 2018 when she was struggling to develop the brand in a cohesive way and find her audience. She had founded the brand to provide functional yet stylish baby bags, as she had seen a gap in the market when she was pregnant herself. The bags were beautifully designed with top quality materials and impeccable craftsmanship. However, she had an old website that was not exciting or engaging, and she was unsure who her target market should be, as some customers were mums-to-be, others were working professionals, and others just wanted a pretty yet functional bag. She had no idea which way to turn, to grow sales.
After diving deep into the sales data, I devised the audience focus and brand tagline of 'Mum, Boss, Me' that pitched the brand as being designed for all sides of the modern woman, whether she is working, being Mum or taking precious me-time. We reviewed the branding and updated the logo to make it clearer and easier to display on products and introduced a whole new branding profile with fonts, colours, function symbols and more.
To support the new brand strategy, new creative content was required and I enlisted the help of one of my go-to product photographers to create vibrant visual stories, before planning a model shoot in Brighton, England, with well-known models, bloggers and mothers, Jessica and Caroline from 'Not Such a Model Mum'. They kindly agreed to bring their beautiful children along for the shoot, and as working mothers who also prioritise work-life balance and taking time for fun, it was easy to elicit the ideal content as they fit the target market profile so well. I then developed an engaging brand lookbook/catalogue with a graphic designer, using the images from the shoot, telling the new story of the brand.
The next step was to develop a new website and after securing a great web agency based out of Manchester, we began developing a new Shopify website to maximize sales. I devised new copy that concisely shared the magic within the brand and the difference it was making in women's lives on a daily basis. I then looked at how we could create a cohesive community that would rally behind Keri and support word-of-mouth marketing. I coined the term 'Kitgirls' to describe the community members, and an exclusive, private Facebook group was created to allow members to connect and support one another in myriad ways. From here we focussed on building Keri's own profile, as the original Kitgirl. She began creating videos and hosting live sessions for the growing community, and slowly increased her confidence. The new website went live in July 2019, and monthly sales more than quadrupled since Nov 2018. Sales continued to build and with the new approach in full swing, 2020 was the brand's biggest year yet.
Then, as the pandemic had taken effect on wallets worldwide, sales slowed down dramatically in 2021, and so in January 2022, Keri and I began working on a new project together. We reviewed the range and the fact that increasing numbers of women were purchasing more consciously, and introduced an 'Apple' leather range. We refocussed the approach and redesigned the website layout to make it all even easier to navigate, and discussed new marketing approaches with authentic influencers. The brand began growing again, and continues to grow as the accessory brand of choice for busy women around the world.
