Brand Re-positioning - Elizabeth Martin
- Julien Borghino
- Apr 9
- 4 min read
Elevating a brand through powerful imagery and marketing
The challenge:
The brand felt like a craft business
Little to no sale online
Website not practical
Goal:
Re-position as a quiet luxury, elegant and exclusive brand
Increase sales on the website
Rank higher on Google search
Stage 1 - The Maeutïque meeting - Giving birth to a new brand
Elizabeth and I met for a long and in depth one-to-one meeting to dive into what the brand was/should be.
I was asking questions to help her put into words her vision for her brand before we make it a reality.
My goal there was to establish:
A message
A tone
A mission
A visual identity
A new branding on paper, for now.
A reference, a standard for everything that would follow this meeting.
A crucial step indeed, without which a brand will struggle to keep its identity and focus.
Stage 2 - Lifestyle Photoshoot - Capturing a collection with character
I used what was unearthed from the Maeutïque meeting to organise a day of shooting that was to match the new brand identity.
These images would be used everywhere so we had to get it right.
For this project I helped my client by:
Creating an in depth mood board
Finding most of the models
Finding and securing shooting locations
Creating outfits
Capturing & hand editing images
Capturing & hand editing social media friendly footage
From mood board to final shots - Creating characters that invite the prospects into a lifestyle
Stage 3 - Studio Photoshoot - Showcasing the products in an 'on-brand' atmosphere (elegant - quiet luxury - exclusive)
Now that we had lifestyle imagery that would be used as a first photo for the product listings on the website we needed studio images to showcase each product in details.
For this project I helped my client by:
Creating a mood board with different options
Finding the models
Finding and securing the studio
Creating outfits
Capturing & hand editing images
Capturing & hand editing videos
Stage 4 - Writing Website Copy - Creating the website on paper
We now had a solid bank of images, it was time to use them and create a new website from scratch.
I created dozens of websites and I always start on paper.
Here's what I did before creating the actual website:
Map out the website
Work on an on-brand copy
Create the different sections
Create copy for each product
Capture portraits of Elizabeth for the 'About me' section
Stage 5 - Creating the Website - A shop with a strong personality
Once everything was signed off by Elizabeth it was time to design and create the website with the help of my wife.
This encompassed:
Choosing on-brand colours
Choosing on-brand fonts
Creating the different pages
Designing desktop version of the website
Designing mobile version of the website
Connecting domain
Publishing website
Here's the live website:
Stage 6 - Creating Blog Posts - Establishing a narrative
The website was live, showing a coherent brand, it was time to establish a narrative.
Designed and made in Scotland by hand
Sourcing the best material on the market
Tweed is fantastic
The values of the brand - slow fashion - exclusive
This was done over a period of a few months.
For this I have:
Planned the blog posts
Organised photoshoots
Photographed & edited each photoshoot
Written copy for each blog posts
Published blog posts
'Hand-making' blog post's photoshoot
'Visit to the mill' blog post's photoshoot
'Collaboration with Scottish Textiles Showcase' photoshoot
Stage 7 - More Lifestyle Photoshoots - Creating social media content
A social media presence needs new content all the time, I organised more photoshoots to introduce new products or showcase existing products in a new environment.
The Barnbougle Castle Editorial
This photoshoot was an opportunity to introduce new products, especially the men's capsule collection.
For this photoshoot I helped my client by:
Finding and securing the right location
Planning outfits
Shooting & hand editing
Updating the website with copy and creation of new listings
The Scottish Highlands Editorial
This photoshoot was the opportunity to showcase Scotland, its natural and dramatic beauty.
Showing the products in a very different atmosphere whilst keeping the identity of the brand.
For this photoshoot I helped my client by:
Selecting the products to photograph
Planning the trip, stay and shooting locations
Planning outfits
Finding and coordinating with the models
Shooting & hand editing
Updating the website with new imagery
Stage 8 - Creating video content - reels for the 'gram
You have to keep up with the algorythm and its demands.
It was time to start making intentional video content.
This would give us the opportunity to focus on the designer, introduce Elizabeth's voice, her environment and taste.
For this I helped my client by:
Coming up with video concepts
Organising a full day of filming
Filming and audio recording
Editing 4 videos
Stage 9 - Google ads - piercing through the noise
We had a beautyful website, great imagery, convincing copy.
But in this day and age it is not enough. You have to advertise.
I created a Google listing and adverts for Elizabeth Martin which brings hundreds of website visits, and sales every month.
For this I helped my client by:
Creating a Google shop
Creating product listings
Creating adverts
Setting and regulating a budget
Updating the shop with new products
Results so far
This working relationship is still ungoing and developped into a trusted friendship over the years.
But what do we have to show for?
Now how can I help your brand?
Click the button below and fill out the quick contact form to get in touch and book your test shoot.
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