Description
In early 2023 I refreshed the Plum Naked brand, which included brand repositioning, new brand/social media strategies, developing a new Shopify theme, developing a new WordPress website for wholesale orders, and creating an outrageous ad campaign concept.
Roles
Brand Strategist
Creative Director
UX/UI Designer
Shopify Developer
Graphic Designer
Illustrator
Consumer Website
I developed a custom Shopify theme with multimedia headers to provide a more compelling experience and a static navbar to ease navigation. Layouts and messaging were updated to highlight brand differentiators.
I created new product images and composites using excellent new stock images to showcase an active lifestyle and breath new life into the brand.
SOCIAL MEDIA
Execution
I created social media post concepts for Instagram, Facebook, X (Twitter), and TikTok based on the concepts presented below.
The goal was to create inspiring, funny, and compelling content while showcasing natural ingredients and settings.
I diversified posts using distinct content in a variety of visual styles:
- Joke posts with a fun plum character to tell corny plum jokes
- Fact posts conveying the benefits of Plum Naked’s 100% natural lip balm
- Naked posts, where we weren’t shy about getting cheeky and baring it all
- Trending posts to ride the coat tails of weekly news & events
An average increase of 23% in engagement per post was observed over a six month period.
These samples represent a cross section of posts, each catering to different facets of the Plum Naked audience.
Concepts
Plum Naked’s strategy and brand position were updated to focus on product differentiators and ingredients and capture the fun outdoor lifestyle of its customers. Ad spot concepts were crafted to be fun and irreverent.