ELLYGEH - RETRO LOGO COLLECTION LAUNCH
OBJECTIVE
This project was focused on the process of the development, production, launch, and marketing of a collection of shirts for a rebrand focused on gaming and 80s and 90s nostalgia for my online store, www.ellygeh.com
RESPONSIBILITIES
- Product Development
- Production Management
- Influencer Marketing
- Photoshoot Direction
- Video Production
- Online Launch
TIMELINE
Self-conducted project completed in 6 weeks
ABOUT ELLYGEH
ELLYGEH
is my online alias and the name of my clothing brand, focused on creating unique clothing using my illustration and design skills. This project had the aim of doing a rebrand of my store and art style to be more focused on nostalgia of gaming, and Japanese 80s and 90s pop culture.
CREATING PERSONAS
By talking and interacting with some of the followers of my brand on Instagram, I’ve developed 2 different provisional personas that represent them the best way possible, to create appealing products for their taste:
ART PRODUCTION & PRODUCT MOCKUPS
By talking and interacting with some of the followers of my brand on Instagram, I’ve developed 2 different provisional personas that represent them the best way possible, to create appealing products for their taste.
Then mockup samples were created of how I wanted the final product to look like.
Then mockup samples were created of how I wanted the final product to look like.
REACHING INFLUENCERS
Using Instagram as the main form of social media, I reached out to a network of influencers I already had contact with, offering them free merchandise for their honest review of the product and permission to use their photo as part of advertising for product release.
PRODUCTION SAMPLES & PRODUCTION RUN
Using Instagram as the main form of social media, I reached out to a network of influencers I already had contact with, offering them free merchandise for their honest review of the product and permission to use their photo as part of advertising for product release.
With the shirt and print quality approved, a small limited run of the shirts were printed by local printer Mint Prints and Orlando based Sublimation Station, developing a great business relationship with both printers.
CUSTOM PACKAGING
Following the new Nostalgia theme of the brand, VHS cases were repurposed as the package for the shirts, with a custom design for the collection, inspired by Sony’s blank VHS cases from the 80s and 90s.
CONTENT MARKETING
Before the launch, I used Instagram as my main platform to tease the upcoming collection, using illustrations and A/B testing advertising, teasing the upcoming date of the collection release.
PHOTO SHOOT DIRECTION & FINAL SHOTS
With the collection and packaging
ready, a Shot list document with all the necessary components for the product and model photoshoot was prepared and sent to the photographer. Once the products were shot, the style photo shoot date was scheduled with the photographer, models & venue. The photos were then edited by the photographer.
VIDEO PRODUCTION
During the photoshoot, I filmed the
behind the scenes moment and edited into a product trailer for content and video advertisement for the launch. Click on the image to watch the video.
OFFICIAL LAUNCH
With all the elements finalized, the
products were finally launched for a limited time on the website.
INFLUENCERS’ CONTENT
MARKETING
The influencers’s merch was sent before launch, and they started posting on photos
wearing the shirts on their accounts, spreading the word about the collection.