Nicole Lenzen New York
Feminine, timeless womenswear designed for an active lifestyle, consciously made in New York City and sold direct-to-consumer
Business design and brand strategy for the Nicole Lenzen New York ready-to-wear brand
Operating within a slow-fashion business model, the versatile, seasonless Nicole Lenzen New York collection can be sold year-round. The product is catered to the discerning woman who seeks out brands with a unique point of view over mainstream trends, who invests in quality over quantity–allowing her to live with less. Whether introduced to Nicole Lenzen New York at an interactive trunk show, pop-up shop, or online, the target market partakes in a rich and authentic experience of the brand. Once introduced to how well the styles fit, feel, and move through life, customers soon become repeat buyers and brand ambassadors, creating natural word-of-mouth promotion.
Brand Identity & Collateral
To design the Nicole Lenzen graphic identity, I partnered with art director and interaction designer Glen Jackson Taylor. While maintaining a clean, minimal aesthetic, we wanted the branding to convey sophisticated luxury, with a fresh and inviting feel. Decorative graphic elements were paired with the logo to evoke the feminine spirit of the brand, also giving a nod to the maker quality behind the craft of garment making.
We created a family of logos and graphic elements to ensure a cohesive branding experience across all Nicole Lenzen digital and physical collateral, including business cards, postcards, event signage, lookbooks, website and social media platforms, woven labels, and packaging. These standards formed our brand book, serving as guidelines for any shared or public use of Nicole Lenzen assets.
To provide customers the best online shopping experience, we customized a Shopify ecommerce template to showcase photos and videos of the product and detailed information about the fit, fabric, construction, sustainability, styling, and care of the clothing.
As a direct-to-consumer brand, developing a strong social media strategy was essential to create awareness and drive traffic to the website and online shop. We focused on beautiful product imagery, behind-the-scenes storytelling, and aspirational lifestyle content to create meaningful digital experiences for customers. Our brand editorial calendar included daily content publishing and strategic releases aligned with holidays, web story trends, and interests of the target customer. A variety of media comprised our blog and social media content, including videos, photographs, inspiring Q&As, style advice, and how-to guides.
Behind the scenes footage from our atelier, runway shows, and events gave customers insights into the making of the garments and the culture of the brand, and the comfort, fit, and movement of the clothes when worn.
We created images pairing our travel-friendly products (wrinkle-resistant, washable and quick-drying, versatile for day-to-night, easy to layer and accessorize) with surprising destinations to inspire our customers to roam the world in the collection.
Product close-ups highlighted the attention to detail such as impeccable construction like hand beading and embroidery, or flattering style elements like perfectly placed gathers.
For #MotivationalMonday posts, we gathered inspirational quotes in the spirit of the brand.
In curating “outfits of the day,” we provided customers ideas on how to style pieces from the collection, often pulling in accessories from other like-minded designers for cross-promotional opportunities. Our blog also provided plenty of fashion tips & tricks, sustainable shopping guides, and more.
Interviews with the media not only created brand awareness, but also positioned me as a role model for fellow entrepreneurs and a leader in the sustainable fashion movement. Speaking engagements at professional women’s organizations, where I presented topics on personal branding, empowerment through dress, and fit and styling advice for specific body types, created further opportunities to engage with my target market.