Vandal Kimonos: a four-month collection launch

Vandal Kimonos is a Hawai'i martial arts apparel brand founded by a team of black belts, with a loyal local following and a private-label account with UFC gyms. Outside Hawai'i, few people knew it. Social engagement was low, it had no brand influencers, and it had little presence in its industry. The goal was a collection that could reach U.S. customers and match the results of its best-selling "All Hawaii" capsule.

• Discovery. Learned the business, set the goals, budget and brief, researched competitors and trends, and ran a SWOT analysis.
• The team. I researched and selected a designer, photographer, printer and action-sports videographer who fit the brand's look and values.
• Product. New designs and a rebrand of existing products, made at higher quality and lower cost through a better source.
• Media. Shot new photos and video at lower cost, and cut two video teasers plus one full one-minute film for social ads.
• Launch. One synchronized day: social blast, email blast, brand-influencer launch and webstore items live. Teasers ran ahead of it, and I cleaned up the webstore and its back end.
• Email. Six custom email templates built and sent through Mailchimp.

I researched the brand and its competitors, picked vendors to match its aesthetic, then ran four phases: design, production and scouting, photoshoot and teasers, and a single launch day, followed by a recap with the client.