// CASE STUDY, JENCKS HOWLAND
EXECUTIVE SUMMARY
During my time working with designer jewelry brand Jencks Howland, I helped transform the micro-business into a red carpet brand by employing a combination of digital ad campaigns, brand development projects, and social media content strategies.
role
// PHOTOGRAPHY, POST-PRODUCTION
OVERVIEW
COMPANY CONTEXT
Founded by a practiced sculptor and designer, Jencks Howland boasted a strong visual identity from its conception, with a clear visual language rooted in the design legacy of such 20th century modernists as Frank Stella, Sonia Delaunay, and Bauhaus.
ROLES AND RESPONSIBILITIES
I joined Jencks Howland in its pre-launch phase as a social media manager. Initially my role included such responsibilities as:
- Assisting with photoshoots by setting lighting, serving as PA
- Developing shoot plans by curating visual references, selecting models and artists
- Creating content in-house by leading a team of three (photographer, PA, and model)
- Conducting post-production by editing photos on Photoshop and Lightroom
- Creating social media content decks using InDesign
As the brand grew, so too did my role within the company. Once entrusted with the responsibility to conceive and execute strategic campaigns, I was able to lead the team in several projects that accelerated the brand’s growth and market presence, including:
- “Live in your art” brand development project
- Celebrity gifting campaigns
- Paid influencer collaborations
- The “Early Access Club” brand loyalty program
role
// PHOTOGRAPHY, POST-PROD.
role
// POST-PROD.
role
// PHOTOGRAPHY, POST-PROD.
PROJECT
// “LIVE IN YOUR ART” REBRAND
THE CHALLENGE
In the post-COVID fashion market, consumers demanded sustainably-sourced fashion that also showcased their individuality. (Goodbye grey sweatpants!) Fortunately, Jencks Howland faced a unique opportunity to showcase the values and talent we were founded upon.
PROJECT
// “LIVE IN YOUR ART” REBRAND
THE PROJECT
The “Live in your Art” branding campaign was a comprehensive rebrand centering Jencks Howland as the leading designer for both fashionistas who love art and artists who love fashion.
A combination of consumer reports, competitor analyses, and qualitative research from social media and online forums formed the basis of the project’s development.
Following data that suggested an increased need for visible sustainability practices, paired with the rising tred of bold styling following the COVID grey era, I identified an opportunity to meet both demands while highlighting Jencks Howland’s unique sculptor-designed origin.
The “Live in your art” slogan became the project’s central thesis, the phrase itself acting doubly as an encouragement of self-celebration, to uplift one’s self by dressing in wearable art, and as a call-to-action, urging our community to continue the vital practice of integrating art into their everyday lives, whether through its creation or appreciation.
We celebrated the rising “trend” of slow fashion by highlighting our brand’s made-to-order model and showcasing the artistic process behind our jewelry design, thus highlighting our dedication to conscious consumerism and patient product development.
role
// PHOTOGRAPHY, POST-PRODUCTION
PROJECT
// “LIVE IN YOUR ART” REBRAND
THE RESULTS
Guided by our research-supported conclusion, I was able to lead the team in the creation of new visual assets, revised copy, social media feed plans, and, most significantly, a full redesign of the brand’s e-commerce platform (Shopify). The rebrand ultimately generated a sustained 850% increase in traffic to our brand’s Shopify within a project timeline of just three months.