Case Study #1

Rebrand + Website

Stephen Kempson London

Client:

Stephen Kempson London

Role:

Brand Identity Development

Creative Strategy

Marketing Strategy

Web Design

BRAND CHALLENGE

Stephen Kempson London (SKL) had built a strong reputation as a bespoke menswear destination but faced two key brand challenges:

Primary Challenge: Outdated digital presence & unclear messaging around its full offerings, including retail.

Secondary Challenge: Limited audience diversity & brand perception – While well-regarded among men for custom suiting, SKL lacked visibility with younger demographics (35-45) and women, who could drive future revenue and brand expansion.

With no formal marketing budget, SKL needed a strategic, low-cost repositioning to become a modern, British-inspired brand for both men and women.

POSITIONING GOAL

Reposition SKL from a traditional men’s tailor to a modern, lifestyle brand offering made-to-measure and curated retail for all.

This required a shift in messaging, visual identity, and marketing approach to:

Preserve British heritage and bespoke craftsmanship.
Introduce the Women’s Collection authentically.
Shift perception from suiting to full lifestyle destination.
Use events, influencers, and storytelling to boost awareness.

INSIGHTS

Customer Insight:

Competitive Insight:

Cultural Insight:

Through direct informal feedback, client meetings, and listening to
in-store consultations, I identified three major customer trends:

Women were interested but felt excluded.
Customers were unaware of retail offerings.
Positive in-store experiences weren’t reflected online.

No direct local competitor with SKL’s bespoke + retail model—an opportunity to lead the category.

Post-pandemic demand for personalized, experiential retail.
Needed organic, community-led marketing over traditional ads.

CHANNELS + TACTICS

Rebrand + Digital Overhaul:

Experiential Marketing +
Event Activation:

Social + Content Strategy:

Email Marketing + CRM Optimization:

Led a visual brand refresh, updated visuals, expanded color palette, + refreshed logo.
Migrated to Shopify with integrated services and retail offerings for a scalable e-commerce future.
Unified messaging across web, email, + social clearly positioning SKL as a luxury yet approachable destination for custom + curated fashion.

Spilling the Tea: Women’s launch via VIP Tea Party + Public Trunk Show.
Keep Calm + Gift On: Holiday Gift Event with local partnerships.
Partnered with female-founded brands for co-marketing events, and social campaigns.

Developed an elevated content strategy balancing:

Brand storytelling — SKL’s British heritage, craftsmanship, and bespoke process.
Engagement-focused content — events, collaborations, influencer takeovers, user generated content (UGC).

Segmented campaigns for clients vs. prospects.
Personalized invites, offers, and post-event follow-ups.

CROSS-FUNCTIONAL COLLABORATION

Freelance photographers – Managed creative direction for brand & event photography.
Tailors + sales team – Ensured brand messaging aligned with in-store customer interactions.
Leadership (store owner) – Developed long-term brand strategy aligned with business goals.
Female-founded brands – Co-marketed events & collaborations to expand reach and relevance.
Local influencers + community partners – Extended organic brand exposure without a paid marketing budget.

BUDGET + RESOURCES

No formal marketing budget. I executed all campaigns with minimal costs, leveraging in-house content creation, DIY styling, influencer partnerships, and cross-promotions.
Used platform-native analytics tools (Instagram, Shopify, Constant Contact) to track campaign performance and built a custom tracking system to measure marketing impact.

GROWTH
Metrics

Brand Awareness (Social Growth)

Engagement Increase

Event Attendance

Audience Diversification

User-Generated Content (UGC)

Sales Impact

+30% Instagram Followers Growth

+40%

150-200 guests at Grand Opening

+20% female audience growth

+50% organic posts

+40% YoY in Sales

IMPACT
Brand Perception & Awareness

Redefined SKL’s brand narrative from a niche men’s tailor into a multi-faceted fashion house for both custom and ready-to-wear.

Positioned SKL as a community-driven brand that celebrates craftsmanship, storytelling, and local collaborations.

Expanded the customer base beyond men’s tailoring, driving growth in women’s sales, retail purchases, and gifting.

BEFORE

AFTER

Back

Rebrand + Website

BRAND CHALLENGE

POSITIONING GOAL

Reposition SKL from a traditional men’s tailor to a modern, lifestyle brand offering made-to-measure and curated retail for all.

This required a shift in messaging, visual identity, and marketing approach to:

INSIGHTS

Customer Insight:

Competitive Insight:

Cultural Insight:

Through direct informal feedback, client meetings, and listening to in-store consultations, I identified three major customer trends:

No direct local competitor with SKL’s bespoke + retail model—an opportunity to lead the category.​

CHANNELS + TACTICS

Rebrand + Digital Overhaul:

Experiential Marketing + Event Activation:

Social + Content Strategy:

Email Marketing + CRM Optimization:

Led a visual brand refresh, updated visuals, expanded color palette, + refreshed logo.

Migrated to Shopify with integrated services and retail offerings for a scalable e-commerce future.

Unified messaging across web, email, + social clearly positioning SKL as a luxury yet approachable destination for custom + curated fashion.

Developed an elevated content strategy balancing:

Brand storytelling — SKL’s British heritage, craftsmanship, and bespoke process.

Engagement-focused content — events, collaborations, influencer takeovers, user generated content (UGC).

Segmented campaigns for clients vs. prospects.

CROSS-FUNCTIONAL COLLABORATION

Freelance photographers – Managed creative direction for brand & event photography.

Tailors + sales team – Ensured brand messaging aligned with in-store customer interactions.

Leadership (store owner) – Developed long-term brand strategy aligned with business goals.

Female-founded brands – Co-marketed events & collaborations to expand reach and relevance.

Local influencers + community partners – Extended organic brand exposure without a paid marketing budget.

BUDGET + RESOURCES

No formal marketing budget. I executed all campaigns with minimal costs, leveraging in-house content creation, DIY styling, influencer partnerships, and cross-promotions.

Used platform-native analytics tools (Instagram, Shopify, Constant Contact) to track campaign performance and built a custom tracking system to measure marketing impact.

GROWTH Metrics

IMPACT Brand Perception & Awareness

Redefined SKL’s brand narrative from a niche men’s tailor into a multi-faceted fashion house for both custom and ready-to-wear.

​

Positioned SKL as a community-driven brand that celebrates craftsmanship, storytelling, and local collaborations.

​