March 2022
Ayesha Curry x JustFab Spring Launch Event
Accomplished chef, TV personality, author, and entrepreneur Ayesha Curry channels her love for creativity and bringing people together for an exciting partnership to help launch JustFab into the next phase of its brand story.
To celebrate, Ayesha hosts a launch party for her latest JustFab collection at her store Sweet July, an Oakland-based home goods store & café.
Case Study
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To enhance brand awareness and drive new user acquisition, particularly among the 25-35 demographic, we aim to create a campaign that resonates deeply with JustFab's core values by generating new excitement among our current VIPs and new leads. Our storytelling will bring to life the brand's essential value propositions of comfort and fit, accessibility and versatility, and trend-right fashion.
Ultimately, we want to position JustFab as your chic, relatable friend, making the brand more approachable and aligned with the lifestyle of our target audience and what better what than to show up IRL (“in real life”).
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Fashion has long honored Spring—classically the season of renewal, rebirth, and rejuvenation—with floral motifs, vibrant palettes, and other artful homages to the season’s verdancy. For JustFab's Spring 2022 campaign celebrating Ayesha Curry’s inaugural designs for JustFab, we felt inspired to take it even further—from renewal to invention.
Ayesha’s Spring campaign tells the broadly relatable story that, ultimately, fashion is an expression of personal autonomy—and a tool that emboldens people to confidently take on whatever life brings their way. We believe that as people continue to adjust to life in a post-pandemic world, this concept will resonate powerfully.
With an abundance of stylish and accessible options, JustFab empowers its customers to face the day with ease, confidence, and style—to invent whoever they want and need to be in every single moment. By celebrating our customers’ power to invent themselves via their unique expression of style, JustFab empowers them to face each day with confidence — on their terms.
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As a digitally-native brand in Los Angeles, planning for an event in Oakland, how do we start to breath life into this campaign.
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For the event: The team pulled together fresh florals, several activation areas, product displays, and printed graphics inspired by the digital campaign to cohesively bring everything together as one.
For the digital campaign: To capture Ayesha’s innate penchant for personal evolution and expressive living, the team took an innovative creative approach to her campaign: incorporating movement into our still photography. With innovative cinemographs as our main point of inspiration, we aim to capture living, breathing, moving “images” of her in-studio to make our Fall fashion offering shine at its most fabulous.
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This project was a collaborative effort across multiple partners. At the time, I supported the project as the Senior Graphic Designer.
Working closely with the Creative Director & Art Director on digital design direction
Creating the campaign lockup
Designing print assets for PR gifting and event set-up
Working collaboratively with the design team on creating digital assets
*Full-view design mockups may have been cropped or modified for optimal viewing. Discoloration and pixelation may occur and are not accurate to the final designs and assets used.