Brighter Day.
Working with founder Jane Elliott on the rebrand and new debut collection for the Brighter Day truly defined the product, purpose and passion and the intersection of function and form for the customer base. I was tasked with managing the financial modelling to forecast figures, directing the branding and marketing process from conception through to launch, including; actively sourcing unique fabrics in Australia, briefing in the development team and coordinating with the production factory, enhancing and redesigning the debut print, maintaining brand messaging and directing content creation from photoshoot management to initiating commercial output for launch and securing press opportunities while collaborating with an external PR. The core challenge was maintaining multi-departmental timelines and messaging leading into the sales agenda with disrupted supply chains and sales seasons forming creative solutions for revised budgets, logistics and promotional planning
Client
Jane Elliott, Brighter Day
Date
2022
Role
Operations Consultant
Project Manager
Print Designer
A full scope approach ensures end to end delivery and support.
Working with founder Jane Elliott on the rebrand and new debut collection for the Brighter Day truly defined the product, purpose and passion and the intersection of function and form for the customer base. I was tasked with managing the financial modelling to forecast figures, directing the branding and marketing process from conception through to launch, including; actively sourcing unique fabrics in Australia, briefing in the development team and coordinating with the production factory, enhancing and redesigning the debut print, maintaining brand messaging and directing content creation from photoshoot management to initiating commercial output for launch and securing press opportunities while collaborating with an external PR. The core challenge was maintaining multi-departmental timelines and messaging leading into the sales agenda with disrupted supply chains and sales seasons forming creative solutions for revised budgets, logistics and promotional planning.
Strategy
To create and implement a collection and rebrand with the full scope I was required to develop standard operating procedures, navigate a creative production team alongside product development. I also developed the strategy phase with a go-to-market preliminary rollout plan.
Execution
With financial forecasting and a timeline accompanied by a solid strategy in hand, I started managing a small team to execute the rebrand, print design, content creation for digital and documents, video ads, photoshoot, and tech-packs for garment manufacturing. and Finally PR handover and collaboration for prime-time national TV
Development: Web | Apparel |Print
“We’re the sun through the clouds, the smile through the serious. We've got an upbeat spring in our step and always have something positive to say. A shining ray of light acting as a beacon to a Brighter Day.” J.Elliott
Brand Awareness
Through foundational set up of social media accounts, synchronised EDMs and UGC, The Brighter Day brand commanded national attention across print and broadcast media. Jane saw an immediate spike in website traffic following the coordination of the Sunrise interview and Style Magazine feature to establish her brand in the market and foster a cult like following and customer base.
