I’m passionate about building brands through building community by leveraging culture and design as tools to help people better experience the world.
ABOUT
I’m passionate about building brands through building community by leveraging culture and design as tools to help people better experience the world.
ABOUT
Halie & Co. had something most companies spend years trying to build, a loyal community and a genuinely unique product. What it didn't have was content that communicated that to the right audience.
To start, I analyzed competitors in the jewelry space, surveyed her audience segment, and studied the demographic shifts happening in Detroit. What I found reframed the entire opportunity. Brands like Mejuri and Kinn Studio were selling an identity with their jewelry. Halie & Co.’s content showed what the brand does, not who it's for.
The audience Detroit was actively attracting, young professionals new to the city, looking for community, was exactly the audience Halie & Co. was positioned to serve. The strategic question became how to close that gap.
The answer was a campaign built around a single idea: making something for someone else. The Made For You concept reframed a ring-making class as a social experience and a community entry point, not just a product offering.
From there, I developed a full brand refresh to make Halie & Co. visually competitive with the premium brands her audience already follows, without losing the warmth that makes her distinct. I also structured a content strategy around five pillars, lifestyle, campaign content, product styling, classes, and education, with a clear strategic logic: lead with identity, follow with product. Let the audience see themselves in the brand before you ask them to buy anything.The deliverable was a complete campaign strategy that won a competitive pitch and was selected by the client for implementation.