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.

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

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.

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