Case Study #6

SKL Wardrobe Launch
Campaign

Designed to Solve and Reimagine

Client:

Stephen Kempson London

Role:

Branding

Copy

Marketing Strategy

Creative Direction + Deliverables

Content Strategy

Content Creation

CAMPAIGN OBJECTIVES

SKL clients often come in overwhelmed by closets full of mismatched pieces. They value SKL’s ability to simplify, creating interchangeable looks from custom and ready-to-wear pieces that actually work together.
They’re looking for guidance not just in what to buy, but how to build a wardrobe that actually fits their lifestyle.

Establish trust and credibility through a collaborative launch that introduces Lucia and invites clients to connect with her story; then deepen that connection through a personalized explanation of the SKL Wardrobe vision and how it came to life with Lucia and Stephen.
Build on that foundation with an in-person event that brings both audiences together for mutual introduction and alignment, while expanding reach and reinforcing authenticity across all channels.

Tone: Personal, polished, and quietly confident. approachable without losing refinement.
Creative Direction: Editorial, elevated, minimal, and brand aligned.
Story Theme: A natural extension services provided. Style meets lifestyle, making intentional dressing align with you.
Voice: Warm, confident, and conversational. A trusted friend with great taste.

Teased the launch on Instagram with the campaign tagline and date
Official announcement on Instagram in collaboration with Lucia
PR coverage through Westport Downtown Association and 06880 for local media visibility
Email announcement to SKL clients
LinkedIn post announcing the service to SKL’s professional network
Cross-platform rollout with aligned content shared across both SKL and Lucia’s channels for extended reach

Collaborative Instagram posts to reach and engage both audiences
Introduced Lucia’s story, followed by a sit-down video conversation with Stephen and Lucia about the service and their vision
Targeted email series to SKL clients and subscribers highlighting personalization and booking availability
Mother’s Day tie-in positioning SKL Wardrobe as a thoughtful, high-value gift option
In-person launch event bringing together Lucia’s audience and SKL clients for connection and service introduction

Entire campaign and event run on $400—leveraging partnerships, in-house creative, and budgeting food and drinks.

Lucia Gulbransen – Worked with Lucia to properly communicate her expertise and background.
Retail + Sales Team – Educated teams on service information and navigation allowing for clear in-store communication and upsell opportunities.
Local PR + Community Partners – Collaborated to increase foot traffic and connect with the wider Fairfield County Audience.
Store Leadership – Aligned service copy, explanation and campaign messaging with SKL’s brand identity.

Branded Collateral: Service Logo, all service copy, web design and layout, all graphics, local PR deliverables, and aligned launch strategy and story themes.