Focus: Brand Strategy & Brand Identity

Luxsea Swimwear (formerly Luxe Bandage Swimwear) is an affordable swimwear brand aiming at the Instagram generation, within the fast fashion category, who were in need of a new brand strategy to deliver growth. The existing brand feel was confused, with limited own-brand content, and no unique messaging to entice new customers. The founder Victoria had achieved significant sales thanks to certain bikini trends (particularly bandage swimwear), but as those trends waxed and waned, the brand name especially became limiting, and the overall brand presentation was severely lacking against the competition. 

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We began by deep-diving into the brand concept, target customer profile and competitor landscape, to inform the brand evolution. We agreed that the brand name needed to change, and as a pure-play online brand, a new website was essential. To support the new brand strategy, new creative content was required and we developed photography briefs to elicit such content. After determining what the new brand identity required, a model shoot in Corfu quickly followed, and then a further model shoot in Sydney, along with studio shoots to elevate the product photography quality, all with a view to increasing sales conversion. 

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From here we enlisted the help of a quality graphic designer to reimagine the branding; including a new logo, new fonts, new brand colours, new website layout and new graphic handwriting to be deployed across the site, social media and other materials such as hang tags. The next step was building the new site and migrating the existing brand equity across (incl. SEO rankings etc), with the help of my own highly reliable and cost-effective web advisor contact. Thanks to his solid and safe approach, after only a few  weeks of the migration occurring, the already-high SEO rankings actually increased almost immediately, rather than dipping for a period, as is standard with such work.