Incu’s Post

One of my favorite projects last year was working on the launch of a new swimwear brand. I was so excited to help them that I agreed to take on a lot of roles to keep it simple for the client and give them the most value possible, production, casting, creative consulting, and of course photo and video. Every project has its unique strengths and challenges and I try to learn from it all. I feel like photography and videography are 75% problem-solving, 20% communication, and 5% (or less) of actual photography! One of my intentions in 2024 is to share more outside of "pretty photos" and discuss the process. I love creating images, but I equally love the process of bringing ideas to reality and working together to accomplish the goals of the person or brand. The challenges we overcome and the solutions we find are almost as interesting to me as the results. So I documented this two-part project for marketing images and e-commerce product images for this sustainable swimwear brand in a blog post on my website. If you're interested in the behind-the-scenes of photo and video shoots, sign up for my newsletter at the bottom of my website, and let's keep in touch!

From a branding perspective, merging fashion with entertainment is a strategic evolution that extends beyond conventional marketing. Fashion weeks in Tokyo, New York, London, Milan, and Paris are shaping trends and setting the tone for cultural dialogue. Luxury brands are now leveraging visual storytelling through TV and streaming, producing compelling biopics and docuseries about iconic designers like Karl Lagerfeld and Cristóbal Balenciaga. By actively participating in content creation, brands such as CHANEL, Christian Dior Couture, and Gucci are shaping their public image and solidifying their status as cultural icons. This approach highlights a broader branding trend where storytelling resonates with younger, value-driven consumers, reinforcing brand relevance and influence in a dynamic market. Saint Laurent and LVMH are now creating their production studios, allowing them to produce and control content, thus integrating entertainment directly into their branding strategy. Here are 5 key takeaways from the article "The Devil Watches Prada," focusing on branding and trends in the fashion industry: 1.    Fashion as Entertainment: Luxury brands increasingly use television and streaming platforms to tell compelling stories about their iconic designers and collections. This integration into mainstream media enhances brand visibility and allows companies to control their image through engaging narratives. 2.    Emotional Storytelling: By blending fashion with entertainment, brands create emotional connections with audiences. This approach allows them to go beyond traditional advertising and tap into viewers' sentiments, making their brand more personal. 3.    Cultural Relevance: Fashion houses like Dior, Chanel, and BALENCIAGA position themselves within popular culture by producing or featuring in shows and documentaries. This helps them remain culturally relevant and appealing to modern consumers, particularly younger, value-driven generations. 4.    Image Curation: Many luxury brands are strategically involved in content production, from consulting on costumes to directly financing productions. This gives them more control over how their brand and heritage are portrayed, reinforcing their desired image. 5.    Shifting Consumer Engagement: With the shift away from traditional advertising platforms like fashion magazines, brands are finding new ways to engage audiences through long-form storytelling. This trend reflects the growing importance of authenticity and a need for deeper engagement with consumers, especially in the digital age. https://lnkd.in/d458Csxm

Chloé has officially started the rebranding process. Over the last few years, the companies have used the same marketing technique. 1. Appoint a new creative director. 2. Change the logo  3. Delete prior collections, campaigns, and fashion shows from social media feeds to start from the blank page So, when Chemena Kamali joined Maison Chloé as Creative Director on the 9th of October 2023, I rapidly went to the brand's Instagram account and felt relieved because all of the brand's previous content had not been deleted, at least until today. Removing photos and videos from a brand's social media pages is simple, but what about the products the company still needs to sell? The collections are accessible in "non-re-branded stores," with "old logotypes". Can this transition time be curated with respect for the brand's heritage? Perhaps this is why Gucci holds tightly its Jackie bag and Burberry reintroduced the Equestrian Knight logo, allowing clients to recognize familiar elements with the ongoing rebranding process.  

The evolution of paparazzi-style campaigns in fashion is absolutely fascinating! What began as celebrities hiring paparazzi to subtly promote their brand has now transformed into a full-on creative trend in the fashion world. Brands like GCDS, or Poster Girl are taking this concept to new heights, partnering with celebrity paparazzi companies to turn everyday moments into high-fashion editorials. It's so exciting to see how they've embraced the chaos and nostalgia of early 2000s gossip culture, blending reality with editorial in such a clever way. This makes me wonder if this trend reflects a yearning for the wild energy and iconic moments of 2000s pop and fashion culture? The Bottega Veneta campaign with A$AP Rocky and Kendall Jenner, Ferragamo with Bella Hadid, And Jacob Elordi with Balenciaga also nailed this vibe before successfully, using paparazzi shots to create buzz and bring this raw energy to luxury fashion. The way these campaigns blur the lines between the real and the staged is just brilliant—it’s a perfect reflection of how fashion is always pushing the boundaries and keeping us hooked! But here I am still wondering: Is this a sign of creativity at its finest, or are we simply out of new ideas and reaching back to the 2000s for inspiration? And with all this focus on celebrities, is fashion becoming more about who's wearing it than what's being designed?

Revitalizing a Legacy: The Lalitha Jewelers Transformation The Challenge: Lalitha Jewelers, a venerable name in Sri Lankan fine jewelry, faced a challenge: reconnecting with younger consumers who viewed the brand as traditional and outdated. Our team was entrusted with the task of rejuvenating this esteemed brand through a strategic repositioning initiative. The Goal:  Our mission was clear: elevate Lalitha Jewelers' positioning as a bespoke jeweler renowned for exceptional design and craftsmanship. We aimed to increase awareness and preference among a younger, discerning clientele by showcasing a classical yet contemporary aesthetic. The Approach: Our approach began with a comprehensive brand audit, which informed a captivating photoshoot featuring Lalitha's exquisite designs on models embodying refined elegance. We introduced the "Made my way" bespoke proposition, weaving it throughout visually striking content that anchored the revamped advertising campaign and website. Our messaging highlighted the brand's bespoke craftsmanship and modern fine jewelry heritage. Execution and Impact: The results were remarkable. The repositioning campaign, featuring Lalitha Jewellers' new visual identity and messaging, successfully transformed perceptions among the target audience. By distinctively differentiating the brand from competitors, we drove heightened brand consideration, leading to a significant increase in customer inquiries and sales. This strategic shift solidified Lalitha Jewellers' position as a leading fine jewelry maker in Sri Lanka, successfully reaching an audience they had previously struggled to engage. Key Takeaways: Brand rejuvenation is crucial for legacy brands to stay relevant in evolving markets. A well-executed repositioning strategy can bridge the gap between tradition and contemporary appeal. Visual storytelling and targeted messaging are powerful tools in transforming brand perception. Embracing change while honoring heritage can lead to significant business growth and market expansion.

4 Years, 3 Industries, Countless Lessons!  💛 I have spent the last four years diving into brand management across three completely different worlds: ethnic brands, jewellery, and even luxury with Dior. It’s been a whirlwind, full of “wow, that worked” moments and a few “what was I thinking?” ones too. So, here’s a real look at what I’ve learned – no filter! 💫 Every Brand Has Its Own Personality, and It’s My Job to Find It Switching between brands taught me that no two brands are ever alike. In ethnic brands, it’s all about staying true to culture; in jewellery, it’s about creating memories; and with Dior, it’s about capturing that exclusive essence. Figuring out what makes each brand tick? That’s the fun (and challenging) part. 💫 People Want to Belong, and Community is Key I used to think “community” was just another marketing buzzword. But then, working with students and creating communities taught me that a strong, loyal audience is everything. I even got a feature on BBC for some community work I did in the UK – which felt like a surreal reminder that if you focus on people first, the rest falls into place. 💫 If It Doesn’t Tell a Story, It’s Just Stuff In jewellery, I learned that each piece tells its own story, connecting people in deeply personal ways. Dior took storytelling to a whole new level – it’s not just about the product it's about the lifestyle. The more I embraced authentic storytelling, the more the brand felt real to people

I reckon photoshoots aren't for the faint of heart - you feel pretty exposed, and even as someone who quietly loves a bit of attention, they make me feel really awkward and self conscious. Kind of like when you're at the hairdresser and your colour is processing, and you're just sat there looking at this weird rat version of yourself in the mirror, in a room full of people. It's just... odd. Recently I booked a 'Mini Headshot' brand photoshoot - I thought it would be great to grab a handful of updated photos for my marketing content and website. While the photographer was snapping away, the designer who facilitated the sessions grabbed some B-roll on my phone. Here's the interesting thing that happened with that: I wore the wrong shoes to this shoot. I saw the B roll with my full glam makeup up top, crocs at the bottom, and thought "shit, I can't use this for anything". But THEN I decided to just roll with it anyway. I threw together a reel for IG about how typical it was of me to not think about my footwear, and while it's not 'viral' by any major means, it's been the best-performing reel of my career. It didn't book me any calls, I'm not an overnight millionaire, but the engagement was crazy. My point? Brand recognition is EVERYTHING. This is so on-brand for me, and my audience lapped it up. If your brand is not stiff and corporate, don't try and make it so. If your brand is high-end and polished, don't randomly be quirky and wild. Building a brand, connections and relationships is not all about asking questions of your audience - it's about staying true to your values, the things that relate to them - because THAT is what they signed up for.

Culture Kings - the absolute baddie. The hypebeast of the urban apparel world. The number #1 ‘want to be’ brand that our clients reference and we were the agency that turned their head… 😏 Bragging aside, the CK team are pumping out a high volume of assets on the daily with a move fast and fix it later mentality that aligns with our maverick culture, so we understand the necessity for pace over precision. Issue being, you get to a scale and a stage where bringing dozens to hundreds of creatives into alignment is challenging without clear guidelines. A logo is no exception. Without a rock-solid direction to follow it’s tough to ensure consistency across store signage, rugs, merchandise, tags, and so on… Briefed with the task of bringing refinement to the frenzy, we made it our mission to deliver a logo evolution that honours the prestige of the CK reputation but tidies up the edges. We added more girth (to support the weight of their confidence 😉), more strength of presence, simplified the detail, and tweaked the proportions, resulting in a logo that hits the way their store experience does, on any surface it touches. A logo refinement that needs no further explanation. Just clear the floor for the King of Retail.

As a #BrandingSpecialist, I can't help but get excited when I see fresh, eye-catching branding that hits all the right notes. These vibrant, tropical colours scream vacation mode—like they’re inviting you to ditch your routine, dive into clear blue waters, and soak up that sun-kissed freedom. Honestly, I’d book a flight to Majorca right now if I could, ready to go full beach mode, no holds barred! AK Retail, the powerhouse behind #brands like Yours Clothing, BadRhino, PixieGirl, Long Tall Sally, M&Co, and Evans, has now made waves in the beauty category with the launch of its new #bodycare brand, Whip&Woo. And let me tell you, this #branding is as good as it gets. Whip&Woo’s whipped body butter doesn’t just catch your eye; it speaks to your senses. That clever play on 'whipped' hints at luxurious textures that melt seamlessly into your #skin. You can almost imagine the tropical, addictive scents that turn anyone who uses it into a Pineapple Princess or a Coconut King. A special nod to the #CreativeTeam behind the hero product photos—the #3D / #CGI work is top-tier. The #photorealism here is so flawless that I had to do a double-take. If I didn’t know better, I’d be convinced they were actual photographs. Seriously impressive work. Big props to AK Retail for this bold step into #beauty. If Whip&Woo is any indication, they’re setting the bar high for what’s to come. #AKRetail #WhipandWoo #BeautyNews #Retail #NewBrand // AK RETAIL HOLDINGS LIMITED Charlotte Nicola Bobbie Viktorija

Have you ever dug deep into your closet and found an old favorite outfit that holds significant memories? Recently, I had a photoshoot and experienced just that. I stumbled upon a suit I wore exactly 20 years ago when I won a prestigious award. A magazine featured me because no one from Minnesota had won the award before. It was a big deal, and as part of the article, I had to sit for a professional photoshoot—my very first. I wanted to pick just the right outfit to convey my personal brand at the time, hence a beautiful Garfield & Marks suit from Nordstrom. Fast forward 20 years, and I pulled that same suit off the hanger, holding my breath that it would fit. Imagine my surprise when it did! This moment got me thinking about the concept of relevance—not just in fashion, but in our professional lives. We often hear about the need to innovate and adapt, but staying relevant goes beyond just keeping up with the latest trends. It’s about continuous growth, refining our personal brand, and embracing new challenges with the same passion we had when we first started. Here are some key takeaways on staying relevant: 1. Continuous Learning: Keep expanding your knowledge and skills. Whether it’s taking new courses, attending workshops, or reading industry publications, staying informed and skilled is crucial. 2. Networking: Engage with industry peers and expand your professional network. Building strong connections can lead to new opportunities and valuable collaborations. 3. Embrace Technology: Stay updated on the latest tools and technologies. Adopting new tech can enhance your efficiency and keep you ahead of the curve. 4. Seek Feedback: Regularly seek constructive feedback to improve. Honest feedback helps you identify areas for growth and maintain high performance. 5. Adaptability: Be open to change and willing to adapt your strategies. Flexibility in the face of change ensures you stay relevant and resilient. 6. Personal Branding: Maintain a consistent, visible, and authentic personal brand. Your brand should reflect your values, skills, and unique qualities, making you stand out in your field. In my latest blog post, I delve deeper into why staying relevant is crucial for career growth, job security, and personal development. I share practical tips and strategies to help you stay ahead in your industry and make your personal brand shine. Curious to know more? Grab your favorite beverage, find a cozy spot, and read the full post here: [https://lnkd.in/gy8yEWxP] Want to work on refining your personal brand? Learn more about it here: [https://lnkd.in/guQqK8Fj] Let’s celebrate our past, embrace our present, and look forward to a future where we continue to evolve and shine. #StayingRelevant #PersonalBranding #CareerGrowth #ContinuousLearning #ProfessionalDevelopment