Encircled, a slow fashion brand discovered on a job board, deeply resonated with my values of sustainability and timeless fashion.

However, my initial experience navigating their website left me feeling lost, struggling to grasp what set them apart and justified the higher price point.

To address this, I took the initiative to embark on this conceptual project. The goal was to develop a brand strategy and revamp the homepage to effectively communicate Encircled's unique value proposition and resonate with the target audience.

Based on the research, the identified problem is that people appreciate slow fashion but the price leaves them hesitant.

Therefore, the revamp is aimed at reinforcing the value of Encircled and allow the target audience to identify it quickly on the website homepage.

Comprehensive Research: Understood the business and conducted secondary research to understand what target customers think about slow fashion and what deter them from buying slow fashion product

Brand Strategy Development: Crafted a compelling key message and values specifically tailored to resonate with the target audience.

Redesign the Homepage: Redesign the website homepage, from content to UI design to bring the brand strategy to life