Golden Years
Before the relaunch, Rebecca Allen had no active social presence and relied solely on automated AI-generated ads, leaving customer service issues unaddressed and no consistent channel to shape the brand's narrative.
The challenge was to reconnect with an audience that had lost touch with the brand while staying true to its founding mission — celebrating diverse skin tones in Black and brown women — through a scalable campaign engine spanning web, social, and email.
After auditing existing assets against a limited e-commerce budget, I found that the brand's existing Echo Park photography lacked the storytelling and product clarity to sell the shoes and didn't fully reflect the brand's core promise, so I built a new content plan to close that gap rather than force underperforming assets into the relaunch.
ROLE
Brand Strategist and Designer
CLIENT
Rebecca Allen
KEY RESULTS
Real women in this age range, mid-motion — dancing at a backyard party, laughing and drinking at a dinner table, spinning in a kitchen, walking arm-in-arm with friends in decked-out colorful clothing and maximalist jewelry. Never posed or static.
The camera should feel like it caught something real, not staged, slightly candid framing, warm and golden lighting, motion blur on hemlines and feet to emphasize movement and freedom.
Styling direction: Maximalist and expressive — bold color, layered jewelry, statement fabrics. This reinforces the emotional core of the concept: these women aren't dressing to fade into the background or "act their age." They're dressing like women who take up space and enjoy being seen.
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