During my two years with Butterfly Twists, I was tasked with leading the brand’s evolution, focusing on a design strategy that emphasized the core values of style, comfort, and sustainability. My objective was to create a cohesive brand identity that would appeal to the brand’s target market and reflect its commitment to these values.
Input
The role required both flexibility and management skills to effectively lead the design team through a diverse range of design needs. At the forefront was the goal of enhancing the brand's commitment to sustainability and broadening its market appeal. Achieving this necessitated a deep understanding of the interconnection between projects and their collective contribution to the brand’s ecosystem, promoting a unified direction.
Process
My Role:
I managed and directed the entire design process, from concept development to final execution, ensuring that all assets—from packaging to promotional materials—reflected the brand’s evolving identity. I also led the design team through a variety of projects aimed at reinforcing sustainability and comfort.Design Philosophy:
The design strategy brought together art direction, graphic design, and strategic oversight, balancing immediate design needs with the brand's long-term goals. I integrated innovative, sustainable materials and minimalistic, stylish aesthetics to align with Butterfly Twists’ commitment to sustainability.
Output
The result was a revitalized brand identity for Butterfly Twists that clearly resonated with its audience. The brand emerged with a refreshed and cohesive image, emphasizing its dedication to combining style with comfort. This transformation not only enhanced the brand's visual appeal but also solidified its position as an innovative and appealing choice within the fashion and lifestyle sector.
