September 2021
Aoki Lee Simmons: The Reboot Collection
As JustFab’s President and Creative Director at its inception, Kimora Lee Simmons ruled over the brand with a decidedly fabulous flourish; now, her daughter Aoki will authoritatively carry on her legacy.
Filled with modernized throwback styles, this collection represents 10+ years of shoe expertise — both honoring JustFab’s roots and stepping into the future.
Case Study
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JustFab aims to establish itself as a style authority by delivering exceptional fashion that resonates with consumers. With the launch of the new website and brand identity, our focus was on building brand equity and trust among our existing audience while attracting new leads.
JustFab offerings communicate a commitment to comfort and size inclusivity, ensuring that everyone can find stylish options that fit their needs. By driving new customer acquisition and encouraging repeat sales, we want to continue to create a loyal customer base that values our commitment to fashion and accessibility.
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As JustFab’s President and Creative Director at its inception, Kimora Lee Simmons ruled over the brand with a decidedly fabulous flourish; now, her daughter Aoki will authoritatively carry on her legacy.
A model, Harvard student, and accomplished poet, Aoki was just seven years old when her mom first led the brand to greatness. As an original JustFab trailblazer, Aoki knows a great shoe is all about maximum comfort, unparalleled fit, and on-trend fashion — all at a smart price point. The perfect equation.
Put simply: She knows a great shoe when she sees one.
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With Aoki as the face of The Reboot Collection, which reimagines some of JustFab’s most iconic silhouettes, how do we also usher in our brand-new visual identity, thus officially bringing JustFab into the future.
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Set in a clean and crisp studio setting, with minimal props and sleek furniture, we ensured Aoki shines as the woman she truly is: deeply intelligent, self-assured, poised, and profoundly confident.
With powerful, commanding postures that reflect her inherent fashion intelligence, she will unbox her The Reboot Collection as she knowingly explains everything she learned from watching her mom helm JustFab — and why JustFab is the smart choice for the savvy, fashion-focused woman of today’s world.
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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 and agency on the new brand identity for JustFab
Creating the campaign lockup
Designing print assets, including our new 80% recycled shoebox and PR gifting
Working collaboratively with the design team on creating digital assets
Provided video graphics to the video editor used in social and linear ads
*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.