Everyday Ground
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
82% increase in website sessions
60% increase in returning customers
95% Increase in sales
8% Increase in email open rate
101% increase in email conversion rate
Positioning Decision
I made the call to supplement rather than replace — keeping select Echo Park photos for brand storytelling, while commissioning two additional shoots: a dedicated product shoot (to properly showcase fit, color, and skin-tone pairing) and a second park shoot (to expand the lifestyle narrative). This gave us enough visual range to sustain a cohesive campaign from July through the end of September, rather than burning through one shoot's worth of content in a few weeks.
Shots from Echo Park | The Starting Point
Moodboard for Park and Product Shoot | Textures, shots and backgrounds
Creative Concept
The combined shoots let me tie product clarity to lifestyle storytelling — positioning the shoes not just as product, but as part of a broader narrative about representation and everyday life.
Let's Get to Know Each Other