ERA
Beginning of a New ERA: Design-Led Communication To Create a Fashion Lovemark
Challenge
ERA is a local fashion brand developed by a young and ambitious Saudi Designer. The fashion line offers minimalistic, comfortable, functional and multi-purpose, unique designs.
ERA wanted to take her unique collections and cuts to the next level, to ensure that they go viral and resonate with as many bold and different women in the Kingdom.
Her aim is to help her customers feel confident in their attires while expressing themselves through this lovemark.
Intervention
We developed a design-led strategy to help connect with ERA’s target audience covering the following objectives:
Establishing the brand as an identity empowered and strong women can relate to
Establishing ERA’s tone of voice and relevant themes
Identifying the right target audience and analyzing how to engage with them on different touch-points
Identifying and harnessing trends
Creating unique online content and design animations
Building online customer service and active community management
Designing and developing an e-commerce platform: www.eraksa.com
Results
Branding: brand essence (purpose, values, onlyness) and brand character
Conducted an internal workshop to identify the incentives for the youth to reach self-actualization
Created “Concept Design” for the interior of the space
Followed up closely with the interior designer to ensure implementation of the concept
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