THE GOAL: To bring to life and tell the story of start up sustainable apparel brand B New York.

THE RESULT: A distinct brand persona synonymous with conscious living. Brand and website launch. Integrated 360 content across all channels. The Art of Making an Impact influencer campaign. A Conscious World blog editorial strategy and execution.

THE DETAILS: In late Fall 2019, b new york launched as a conscious, sustainable brand for today’s woman. From crafting the brand personality to developing content strategy, I was involved in the brand from the get-go. More than just about beautiful clothing, this brand is synonymous with conscious living, something that shaped the brand ethos, as well as led to the integration of conscious living throughout all brand storytelling. From our sustainability messaging on site to our blog A Conscious World to long-form product descriptions with a conscious point of view, our storytelling brought the conscious world of b new york to life.

At the onset of Covid-19, we realized that not only were people hungry for more content, the conversation around wellness was even more important. During this time, our CD Jeremiah Hadjian reached out to models with a conscious mindset to do their own mini shoots from home. This launched what became THE ART OF MAKING AN IMPACT campaign. From these shoots, we were able to craft interesting, engaging conscious content across all channels, ranging from conscious tips emails to blogs about conscious creativity or sustainable winemaking. The program developed into a monthly series featuring what models who are role models, including Alek Wek, Mia Kang, Marina Testino, and more.

During this time, we launched our blog A CONSCIOUS WORLD which featured conscious conversations: interviews, points of view, sustainability tips and more. The goal was to integrate conscious getaways, fashion edits and more, however the brand was shut down before we could realize that vision. I oversaw the editorial strategy and direction, as well as edited all pieces.

https://bnewyorkbrand-magazine.com/

CD: Jeremiah Hadjian

Design Director: Jen Carey

Social + Product Copy: Nellie Shaw