ROLE / POSITION
Creative Director
PROJECT TYPE
Professional : Complete Rebrand & Brand Communication Strategy
TOOLS USED
Figma, Adobe Creative Suite, Shopify, Performance Marketing Analytics Tools
DURATION
September 2024 - Present
OVERVIEW
The brand, LOVEGEN, was at a critical inflection point: transitioning from a traditional brick-and-mortar model to a purely online, direct-to-consumer (D2C) brand following a major acquisition. The existing brand identity, product offering, and digital infrastructure were fragmented and misaligned with the new ownership's ambitious vision.
THE PROBLEM
THE PROBLEM
Brand Mismatch:
The previous identity and communication did not reflect the new vision of sustainable, premium-quality denim at an accessible price point.
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Inventory Block:
$1.81M worth of old, non-compliant inventory was consuming capital and space, hindering the launch of the new line.
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Poor UX & Trust:
The existing e-commerce platform had pervasive size/fit issues, resulting in high customer care load and low consumer confidence.
THE GOAL
THE GOAL
To clear legacy inventory through creative-led marketing and relaunch the brand with a cohesive identity and a high-trust, sustainability-focused e-commerce experience.
PROCESS & METHODOLOGY
PROCESS & METHODOLOGY
PHASE 1
SEP'24 - MAR'25
INVENTORY LIQUIDATION
Developed high-impact performance creatives for an aggressive 6-month clearance strategy.​
BRAND RECONSTRUCTION
PHASE 2
MAR'25 - JUNE'25
Defined a new visual language (Logo, Color, Voice) that fused Western trends with high-quality sustainable manufacturing.
JUN'25 - SEP'25
PHASE 3
UX RESEARCH & DESIGN
Collaborated with cross-border developers (Dhaka) to rebuild the Shopify storefront, prioritizing transparency through a Live Impact Tracker and exhaustive size guides.
DESIGN SOLUTION
A comprehensive brand ecosystem where the digital interface mirrors the product’s quality. Key features included an interactive sustainability dashboard and a technical size-and-fit guide designed to eliminate user hesitation.
IMPACT
Successfully cleared $1.81M of old inventory in 6 months. Reduced customer friction points and established a loyalty-driven community via a new Instagram communication strategy.
