Something Else - Brand Development and Content Marketing
Brand Identity / Visual Design / Website Design/ Digital Marketing
Something Else, is a Baltimore Boutique, empowering personality for over five decades. This small boutique was mainly supported by its local community who visited the store. During COVID I worked with Something Else to gain clarity about the brand and revamp its digital presence.
My goal was to inject more of the personality found in-store into the boutique’s online avenues, while keeping its sophisticated yet quirky vibes.
Roles
Creative Director, Photographer, Digital Marketing Consultant, UX Designer, Social Media Manager, Copywriter, Community Manager, Website Designer
Tasks
Brand identity design, graphic design, photography, website redesign, social media strategy, social media management, blogging
The challenge
Clarify and refresh Something Else’s digital presence while redesigning the brand’s Shopify website and social media presence.
Solutions
I created a collaborative brand kit for Something Else, establishing clear brand values and guidelines for content creation. Then I curated content while redesigning the Shopify website and organizing a social media campaign.
Building Something Else a brand kit in Milanote
Brand Clarity
Using the brand clarity process I developed, I established brand guidelines developing the vision, values, and mission of Something Else. I aligned brand values to content creation allowing for the crafting of authentic marketing material that connects back to the values of the community.
Values
Originality - seen in the unique items and styles
Fashion - seen in the curated outfits
Artistry - seen in the art jewelry and artist spotlights
Inclusiveness - seen in the inclusion of plus sizes and the age range of clientele from youth to mature
Fun - seen in the patterns, colors, and décor
Sustainability - seen in the upcycled section, sustainable fabrics, and sustainable brands
Shopify Website Refresh
Before (left) and After (right) Shopify website refresh
Shopify website refresh
Social Media Management
I’m a big fan of working smarter, organizing Something Else’s social media experience in Milanote to better plan and execute posts, increasing posting variety and consistency.
Social media planning
Photography + Instagram Feed
I took new photos capturing the atmosphere, outfits, storefront, interior, jewelry, and accessories for use throughout Something Else’s marketing. I designed the Instagram feed focusing on brand awareness with more posts using Something Else’s brand color palette and sharper more colorful imagery.
Before
After
Monthly & Seasonal Photography
Social Media Campaign
Using newly established brand colors and content I created graphics for social media crafting a “Looking for Something Else” launch campaign.
Social media Ads + Graphics
Community Engagement
As COVID restrictions relaxed, allowing people to visit the store again, we launched an artist spotlight. We featured local artist and their creations inside the curio cabinet located in-store, highlighting them in a blog post and on social media
