Branding: Indigo Clothing Co.

Indigo Clothing Co. (LLC)

Indigo is a passion project I started with my sister in August 2017. In 3 years we have earned over $100,000 in sales, reached hundreds of thousands of people through social media, and sold thousands of units across the globe. In a formal sense I am the “Creative Director”, but really I get to tackle every aspect of running an independant brand. In my day-to-day, I handle brand and growth strategy as well as manage social media and marketing. I have also designed and built multiple websites. Here is the evolution of Indigo and the visual synthesis of what I have learned.

Website and UI/UX

Here is a brief summary of the website interface. It is designed to be clean and direct. While designing for a small brand, I wanted clean visuals and a user friendly UI to establish consumer trust.

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Here is the old website. I decided to redesign our website to help streamline our options and make interface more logical to move though. Additionally, the translation of desktop to mobile was not very clean, so we moved our hosting platform to better integrated system. There are still kinks to work out with the interface. It is an ongoing process to work through!

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Marketing and Media

I usually never say that I am an “apparel designer” because I don’t think of Indigo as an apparel brand, but as an everlasting marketing challenge. I direct the social media content and marketing strategy for the label. I communicate with customers, influencers, and our general audience.

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Though running this, I realized how helpful data analysis is when looking at media and when creating marketing strategy. In 3 years we went from a few followers from our hometown to thousands spanning across the globe and hundreds of thousands of impressions on our page.

Our strategy for marketing is our strategy for growth. How do you sell essentially one item a bunch of different ways? It’s pretty much all in the marketing. How to place a product in different spaces to appeal to a range of consumers. How to photograph to show a narrative that is appealing. How to best convey our brand messaging. We have always been direct to consumer and our media & marketing is how we built that foundation.