Approach:
To achieve the desired outcomes, I developed a comprehensive brand framework anchored in BIRD & TALE's vision of “Contemporary & Timeless.” This narrative highlighted the artisanal craftsmanship and elegance of the studio’s collection while appealing to a broader demographic.
Key strategies included:
Brand Framework Development: I created a cohesive brand narrative that communicated the timeless quality of the products and positioned the brand as a destination for contemporary craftsmanship.
Photoshoots: Coordinated two key photoshoots to highlight BIRD & TALE's curated works, emphasizing their beauty in real-life settings. These photoshoots served as the backbone for a marketing campaign that showcased the craftsmanship and artistic collaboration in a visually compelling way.
The first photoshoot focused on in-studio product displays, emphasizing the elegance of the works in a curated environment.
The second photoshoot featured the products in lifestyle settings, aimed at connecting with a wider audience through storytelling and contextualizing the items within everyday spaces.
Targeted Marketing Campaigns: Leveraged the photoshoot imagery in social media and digital marketing campaigns. These visuals communicated the refined and artisanal nature of the products while reaching new potential customers.
Event & Vendor Collaboration: Organized and led in-studio events and citywide activities in collaboration with local partners, including @epiphanyarts201 and @goodpepperco. These events brought the brand into the community, expanding the reach while maintaining the personal touch and exclusivity of the in-studio experience.
Results:
The campaign significantly increased BIRD & TALE’s visibility and engagement 200%, positioning the brand as both exclusive and accessible.
The citywide events and collaborations introduced the brand to a broader audience while retaining its curated appeal.
The studio experienced its highest sales event (650%+) during the campaign period, underscoring the success of the integrated brand and marketing strategies.
Bird & Tale
Strategic Storytelling & Authenticity
At the core of my approach is a commitment to authentic storytelling. I transform visions into narratives that resonate, inspire, and drive meaningful engagement. Whether refreshing a brand's visual identity or launching a new initiative, I ensure the brand message is aligned with its values and speaks directly to its target audience. By merging creative direction with data-driven strategies, my storytelling consistently delivers both emotional connection and actionable results.
Expanding Reach and Sales for BIRD & TALE
Objective:
BIRD & TALE, a shop in the studio of artist Jeffly Molina showcasing contemporary works by artists, artisans, and designers, sought to expand their business model from an appointment-only studio to include citywide events. The goal was to increase visibility, engage a broader audience, and boost sales.
Role:
Creative Director for events, marketing, and business development (1-year contract)
Challenge:
BIRD & TALE wanted to elevate its brand and increase accessibility to its curated selection of artisanal works. The challenge was to translate the intimate, high-end feel of the studio into larger-scale events and citywide activities while maintaining the brand's essence of exclusivity and exquisite curation.
Conclusion:
Through cohesive branding, strategic photoshoots, and well-executed event collaborations, I helped BIRD & TALE expand its footprint in the community while maintaining its high-end identity. The combination of creative direction and marketing strategy resulted in record-breaking sales and a strengthened brand presence.
