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Overview
Caron introduced Simply Me as a fashion-forward, elevated yarn line built on a core insight: while fibre arts enable personalization, many patterns don’t support it.
This launch used brand storytelling to communicate inclusivity and versatility as functional benefits, not just messaging. My role was building content and strategic design to ensure each touchpoint—from lookbook to emails and social—reinforced the story and guided users within the brand experience.
Role: Graphic designer, content creatorArt Director: Liz Balmaseda
Creative Director: Suzanne Theurig
Key Work: Lookbook
The lookbook webpage showcased versatility to help users see themselves in the product.
Lifecycle Campaign (Email)
A four-part email set guiding users from awareness to intent, each with a different primary message:
Teaser to build anticipation
Product education (features & materials)
Colour storytelling (inspiration for brights vs neutrals)
Pattern exploration (range and inclusivity)
Representation in Motion (Social + Video)
I created several extensive social videos showing garments on different people and occasions to help users visualize fit, styling, and real-world use.
We also shot a video with our brand manager where she showcased her relationship with the message, reinforcing authenticity and product intent through founder-led brand storytelling.
Grey Vest - Social.mp4
Impact
The product's success led to multiple line extensions
Drove community engagement, with users sharing personal stories tied to the product and appreciating the positive message
Expanded audience reach through personalization and relatable use cases
Learnings
Positive brand messaging can become product features
Representing relevant messaging increases engagement and conversion
Products that reduce friction unlocks broader participation
Campaigns can be treated as systems that scale across product lines
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