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Elevating Brands & Delivering Results
Featured Case Studies
HerStory
HerStory is an e-commerce marketplace that offers unique, luxury goods by women-led brands from around the globe.
Date
October 2022 - November 2023
"Carly was an integral part in the growth of HerStory from 2022 - 2023. She worked closely with me to craft the story and mission of HerStory and spread that story across our website, social media, and community. She changed the game for the HerStory brand and reputation. Within a year, she took us from an unknown e-commerce marketplace to THE platform to shop unique, women-led brands from around the globe. Her energy, passion, and hard work were evident in everything that she did for HerStory. My business would not be what it is today without her."
-Tinsley Merrill Paul, HerStory Founder
Background
HerStory, initially launched as a subscription box company in 2020, underwent a significant transformation in 2022. Their rebrand saw the emergence of a direct-to-consumer (DTC) e-commerce platform, presenting products sourced from women-led brands worldwide. Their unique mission centered on narrating the stories of women founders and the essence behind each brand's products. Beyond a conventional e-commerce site, HerStory aimed to serve as a storytelling platform, aiming to reshape the narrative of fashion by amplifying these voices.
Solutions
Tasked with a long-term commitment, I played a pivotal role in guiding HerStory's rebranding journey to establish itself as the premier destination for luxury, ethical women-led brands. My responsibilities encompassed developing their brand identity and voice, orchestrating seasonal photoshoots and impactful campaigns, overseeing social media management across platforms like Instagram, Pinterest, and TikTok, crafting an effective email marketing strategy, and launching their brand ambassador program. Additionally, I optimized their website and SEO, executed paid campaigns, and orchestrated monthly pop-up shop events.
Beyond shaping their marketing strategies and brand growth, I spearheaded the training and development of their in-house marketing team. This strategic investment aimed to leave HerStory equipped with a robust foundation for ongoing success.
Results
The strategic overhaul bore fruit with a remarkable 267% spike in conversion rates and an astounding 758% surge in revenue. Concurrently, HerStory's online success attracted the attention of prominent magazines and social development networks. This acclaim led to a pivotal achievement: securing a permanent storefront in a highly sought-after shopping center in Fort Worth, TX. This monumental milestone catapulted HerStory to new echelons, marking an extraordinary scaling of the brand.
UNDRESSED HAIR
UNDRESSED is a hair design services & hair care brand by stylist, Chris Ace. UNDRESSED believes in restoring your hair to it's natural vitality, providing heatless styling, and creating low maintenance, highly curated styles that liberate your hair.
Date
November 2022 - February 2023
"It’s a fascinating experience to feel inspired by a new idea or concept you hope to present, but humbling when you realize that you don’t have all of the skill sets to build or package the competitive brand, product or service.
Carly stepped in with confidence, enthusiasm and the ability to help me create a clear strategy for my brand launch and executed all of the deliverables in a professional and meaningful way.
Carly was and still is a valuable resource for many brand decisions. Her support has been clear, measurable and has surpassed my expectations. With her help, we launched a successful campaign video and produced editorial photos for our website and socials. She is now developing a social media and outreach strategy while offering support for an upcoming photo shoot for our new products.
If you need support with organization, prioritization, strategy or consulting, Carly is for sure an asset to have in your corner!"
-Chris Ace, UNDRESSED Founder
Background
Hair stylist Chris Ace aimed to introduce his unique hair design brand, UNDRESSED. Born from a pursuit of an alternative and holistic approach to hairdressing, UNDRESSED sought to challenge conventional beauty norms. Chris’s philosophy diverged from traditional salon practices, advocating for natural and heatless styling to restore hair's innate vitality.
Despite his established career in LA & Austin, Chris faced the challenge of initiating his new brand from scratch. This involved crafting a fresh online presence through a new website and Instagram. Initially considering a simple video for the website, our collaboration revealed the need for more extensive content to authentically embody his brand's vision.
Solutions
To actualize Chris's vision, I orchestrated, directed, and edited a comprehensive brand photo and video shoot. Collaborating closely with Chris, we defined his target audience and sculpted his brand's identity. This process culminated in a look book that encapsulated UNDRESSED, translated into a vibrant photo and video shoot featuring his existing clientele.
Additionally, I facilitated a brand video shoot in natural settings with six of Chris’s clients, showcasing their natural hair in powerful outdoor scenes. Capturing poignant footage for his website, social media, and ad campaigns, we crafted a compelling narrative with a bespoke voiceover and original music to elevate his brand video.
Results
The collaboration resulted in a concise one-minute brand video capturing the ethos of UNDRESSED. Chris received an extensive library of reels, TikTok clips, and over 100 high-quality photos tailored for his website and social media.
Using this content, Chris successfully launched his new website, leveraging strategic guidance to curate a year’s worth of content for Instagram, TikTok, and Pinterest. This content empowered him to amplify his brand presence and engage with his audience effectively.
5Q Partners
5Q is the leading company providing top-notch IT and cyber security services to commercial real estate (CRE) organizations.
Date
August 2020 - December 2020
Background
5Q, a provider of top-tier IT and cyber security services for commercial real estate organizations, underwent a significant rebranding in August 2020. This rebrand aimed to segment their services into distinct and individually branded offerings. They urgently required a revamped website to unveil their rebrand and service offerings. Concurrently, amidst the ongoing COVID-19 pandemic, their major conference shifted to a virtual platform. This necessitated the swift creation of new videos and marketing materials to spotlight their four service lines at the Real Comm Conference's virtual booth.
Solutions
Upon assessment, 5Q’s website still adhered to its original framework dating back to 2012, operating on an outdated web-hosting platform. My intervention involved a complete redesign and revamping of their website. I focused on showcasing their new service lines while modernizing the website's functionality to align with current digital standards and updated SEO practices.
Collaborating closely with their in-house marketing team, we crafted five brand videos to showcase at their imminent virtual conference. Working hand-in-hand, we developed scripts, conducted video recordings over Zoom, and captured compelling stories highlighting the outstanding IT team behind 5Q.
In tandem with the website and videos, I repurposed the same content to create marketing brochures and informative one-pagers essential for the 5Q team's promotional needs.
Results
The strategic overhaul of 5Q’s website resulted in a surge in website traffic attributed to the revamped design, enhanced user experience, and improved SEO performance. The exceptional videos and engaging marketing materials catapulted 5Q to claim the coveted #1 booth position at the conference. Ultimately, 2020 marked one of their most successful sales years at the Real Comm Conference, bolstered by the impactful online presence and immersive engagement strategies implemented.
Featured Work
Explore my complete portfolio below, showcasing the full range of services I offer.
