As a part of a consultancy project at King's College London, my team developed a niche marketing strategy for styling startup Own-Kind. We shifted their market position away from wardrobe management to specializing in personal styling through a total brand refresh with a revised logo, editorial-focused website design and recommendations for UX improvement.

We utilized a consumer-centric approach with the aim of capitalizing on the moment of primary value creation for the consumer which we identified to be at the point of brand-client interaction. Furthermore, we shifted the tone-of-voice to resemble that of a styling “matchmaker” while increasing personalization within the app itself, which will boost user engagement and result in co-created value between the brand and the user.