March - May 2021
Kelly Rowland For JustFab
Kelly Rowland is back for Spring to make her debut as a fashion designer.
When designing her JustFab collection, Kelly was surrounded by a unique set of circumstances. With a global pandemic and with her own personal pregnancy journey, she was struck by the miraculous power of women.
Case Study
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To enhance brand awareness for JustFab, the aim was to drive new user acquisition while simultaneously generating excitement among their current VIPs.
The campaign was deeply rooted in their core values and meant to showcase JustFab as a fashion authority through an exciting collaboration with Kelly Rowland. The strategic approach was not only to elevate their brand presence but also foster a stronger connection with their audience, ultimately contributing to our growth and success.
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Kelly Rowland's debut design collection is grounded in a belief that women are miraculous, beautiful, and strong.
Every designer has a muse. Kelly’s muse for this collection was not one individual woman but all women — the powerful, the creative, and the women who lead with grace.
Kelly’s designed collection is inspired by strong women with style, for strong women with style.
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How to create an engaging campaign that lives on JustFab.com over three months.
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The team put together an overarching campaign of Kelly Rowland and her muses.
Each month’s story was told through the lens of one of the muses, with new styles from Kelly’s collection released each month.
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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.
Creating the campaign lockup
Designing print assets for PR gifting
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.