Alpha Industries
OVERVIEW
As official Agency of Record for Alpha Industries, The Charles has partnered with the iconic American brand to reimagine their DTC experience, with the main goals being increasing brand awareness, loyalty, and conversion.
SERVICES
Brand Development, Branded Content, Branding, Content, Content Creation, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, E-commerce, Fashion, Google SEM, Insights, Measurement, Paid Media, Photography, Production, Programmatic, Research, Services, Social Media, Strategy, Web Development, Work
“A big challenge for Alpha has been communicating differences in sizing among Alpha’s core silhouettes. To solve for this we built a custom and intuitive page that allows consumers to view the fits of different fit types across each of Alpha’s core styles.”
Samantha Edwards, Creative Director
26 %
Increase in Post – launch conversion rate (MOM)
480 %
Increase in site searches for key silhouette products
WEBSITE ANALYTICS
From issues with sizing among Alpha’s core silhouettes to poor site search, our main KPI's were aligned to improving conversion, page duration and ease of checkout.
SALES DRIVEN STORYTELLING
We encouraged the brand to focus on sales-driven storytelling, as one of their key selling points. We executed this by creating specific landing pages, where each new collection could be purchased and featured in a more editorial experience.
“Story telling has been a central theme for the brand since it’s inception nearly 60 years ago. Our biggest accomplishment to date, is in how we communicate military heritage to younger audiences with compelling visuals and strong narratives through a multitude of paid and organic platforms.”
Aaron Edwards, CEO
Le Tigre
OVERVIEW
Infinity Brands tasked The Charles to relaunch Le TIGRE and transform their digital marketing and creative approach through a comprehensive media strategy, design, creative execution and content production.
SERVICES
Art Direction, Brand Development, Branded Content, Content Creation, Content Strategy, Copywriting, Design, Digital Strategy, E-commerce, Fashion, Photography, Visual Design, Web Development
“From the courageous Tiger insignia, to bold polo stripe patterns and vibrant colors, Le Tigre has always strived to bring their audience a product that stands out from the mainstream. RETRO BOLD represents a new ethos for the brand when it comes to product and visual communication.”
Samantha Edwards, Creative Director
Branding visuals
Branding visuals
Photography
Margaux
OVERVIEW
We helped Margaux launch an entirely new online E-commerce website aimed at reflecting the brand’s poise and elegance and making the process of ordering a made-to-measure pair of shoes an easy and delightiful task.
SERVICES
Art Direction, Content Strategy, Design Strategy, E-commerce, Fashion, Technology, Visual Design, Web Development
AWARDS
French Design Index
SITE OF THE DAY
“A brand is not just an image, it’s a lifestyle. The custom designed blog gave Margaux a voice and the ability to come alive with fresh, original content to keep customers up to date on the latest from the brand.”
Samantha Edwards, Creative Director
Margaux’s unique selling points are around the two sizing options available for their customers to ensure a perfect fit. A standard, ready made European fit was designed for shoppers who want a quick easy way to buy. Users could also opt for a unique made-to-measure fit that was tailored to exact measurements. “One of the main challenges faced were around showcasing both options and different prices while communicating the benefits of both fits.”
Aaron Edwards, CEO
A CLEAR PATH TO PERFECTION
There are multiple ways in which customers can find their perfect fit. When the brand first launched, Margaux sent customers fitting kits that would simplify the measuring process at home. Since then, they have rolled out at-home appointments and opened a studio in New York for fittings.
A FIT FOR EVERY WOMAN
After customers complete the measuring process, it is saved on their personal account page. In addition to housing their addresses and orders, the new account page allows customers to view, edit, add, and delete their measurements. Whether they want to add a friend’s custom measurement to gift later on or add multiple measurements for other friends and family, their information will be saved and will be accessible for future use anytime, anywhere.
Petite Studio
OVERVIEW
Supporting the story behind the brand and its creators, we created a visual narrative that integrated with the branding, website and content strategy. Real petites, Real fits.
SERVICES
Brand Development, Branding, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, E-commerce, Fashion, Social Media, Strategy, Web Development
“We refined the existing logo adding personality to it and creating an icon, a button, using the two i’s in the words and highlighting a ‘petite’ fashion element that embodies the brand positioning. Petite and essential. Applying the new branding to the SoHo flagship store signage.”
Aurelie Benais, Design Director
CUSTOMIZED FEATURES
This feature rich Shopify website includes a shop-able inspiration section, pre-order pages, customer testimonials, influencer landing pages alongside detailed size guides for an enhanced UX / UI experience.
42 %
Higher conversion rate
125 %
Increase in revenue
REVENUE GOALS
Driving a 125% increase in online revenue has been our biggest achievement with any client. We believe an improved brand image, cohesive brand / digital strategy and content strategy have been major factors to the success of this DTC brand.
PRODUCT / EDITORIAL EMAILS
Emails solely focused on promoting new and existing products, and entice customers to make a purchase. The editorial emails are intended to tell a story visually and feel less promotional, leading the subscriber to a product in an subtle, artistic way.
Sachin babi
OVERVIEW
The luxury womenswear brand partnered with The Charles to redesign their website, and with it, a brand repositioning— through content production and digital marketing.
SERVICES
Art Direction, Brand Development, E-commerce, Fashion, Strategy, Web Development
The goal was to transition the brand from being known as an evening wear company to being viewed as a resource for women to understand what they should wear for all the special moments in their lives, whether that be for date night, a wedding, or a gala.
Samantha Edwards, Creative Director
81 %
E-Commerce Revenue
52 %
E-Commerce Conversion Rate
CROSS DEVICE EXPERIENCE
Browsing across devices is becoming increasingly common. With almost half of the website traffic coming from tablet and mobile devices, we placed responsive design at the forefront of our strategy.
FULL WEBSITE DESIGN
The Charles provided Sachin & Babi with a redesigned website that retained the brand’s authenticity and ensured that the brand heritage remained at the forefront while still driving users to purchase across all touchpoints.
Rather than a simple splash page with card details, we brought relatable lifestyle content that talked to new customers appropriately.
Hard Rock Quiz
The Charles was tasked to raise
brand awareness for Hard Rock
Hotels, riding the momentum of Hard Rock International’s Big
Game halftime commercial.
OVERVIEW
In just one week, The Charles strategized, designed, and developed a ‘Live like a Legend’ Quiz. A mobile-friendly quiz, supported with a comprehensive digital media plan.
SERVICES
Copywriting, Design, Digital Marketing, Hospitality, Paid Media, Paid Social, Social Media, Strategy, Technology, Web Development
THE GAME
‘Gamify the Big Game’ – With a total of 20 questions focused on music, extravagance, and luxury, each time the quiz is taken 10 questions are randomized.
11 %
Email Capture Conversion Rate
71 %
Quiz Completion Rate
REVENUE GOALS
To date, the quiz has been a smashing success. The quiz has since been optimized to improve social sharing, user retention and we will be rolling out an A/B test with the goal of increasing the email capture conversion rate.
“Our goal was to grow Hard Rock’s CRM list and enhance our retargeting capabilities for paid media. The team’s ability to execute quickly has proven The Charles’ capability to design & develop solutions that delight users and outperform client’s KPIs.”
Josh Currie, Executive Producer
Dusse Holiday
The esteemed cognac brand partnered with us to re-energize the brand for social audiences
OVERVIEW
We find the light in D’USSÉ, and embrace the Holiday Season of celebration through cognac’s universal appeal.
SERVICES
Art Direction, Brand Development, Content, Content Creation, Content Strategy, Copywriting, Design, Luxury, Photography, Production, Social Media, Strategy, Visual Design
“We all have different ways of lighting up our night, but we all share the same way of enjoying the light.”
VISUAL DIRECTION
SOCIAL CONTENT STRATEGY
The Charles created a detailed narrative breakdown that led to our creative execution of the brand campaign.
SOCIAL STRATEGY
The inclusion of Global Brand Ambassador Sullivan Doh in the creative process was important for relevancy in the cognac market, as well as building authentic engagement with the audience.
CREATIVE STRATEGY
The season of celebration consists of key moments. We highlighted each one of these moments with a unique still life scene.
Alpha Industries SS20
OVERVIEW
The Charles created a detailed creative strategy breakdown for the launch of the first of its kind in military inspired athletic wear.
SERVICES
Brand Development, Branded Content, Branding, Content, Content Creation, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, Digital Strategy, E-commerce, Fashion, Google SEM, Insights, Measurement, Paid Media, Paid Social, Photography, Production, Programmatic, Research, Services, Social Media, Strategy, Technology, Visual Design, Web Development, Work
Alpha’s new PT Collection offered a future-focused point of view on athletic wear. Lifestyle being the driver, the campaign amplified the pre-training mindset focusing on the rise of utilitarian trends in fashion.
COMPREHENSIVE CREATIVE STRATEGY
This would position Alpha’s new PT Collection with a definitive purpose to engage with consumers from a brand-aligned and relevant P.O.V.
KEY VISUAL DESIGN DIRECTION
SOCIAL MEDIA CAMPAIGN LAUNCH
Developing the brand experience and creating specific digital marketing assets driving revenue and awareness.
DIGITAL ASSET CREATION
DEFINING AN INFLUENCER NARRATIVE
The Charles developed an Influencer creative strategy, developing content to better resonate and engage with consumers while also highlighting the adaptability of the new collection and how it fits the needs of the consumer.
INFLUENCER STRATEGY
Each influencer had dedicated content on social media linking out to a blog post featuring exclusive interview content aimed to amplify stories where mind-over-matter defined success.
Sam Edelman
OVERVIEW
We were hired to establish an omni-channel approach to creative and media strategy which in turn shifted perception and drove awareness and conversion for the brand.
SERVICES
Art Direction, Brand Development, Content, Content Creation, Content Strategy, Copywriting, CRM Management, Design, Digital Marketing, Digital Strategy, Google SEM, Insights, Paid Media, Paid Social, Programmatic, Social Media, Strategy, Visual Design
DEFINING NARRATIVE AND ART DIRECTION
We created a brand narrative that set the stage for our creative strategy and execution of the brand campaign.
DIGITAL CAMPAIGN HUB
Built as an extension of the Sam Edelman e-commerce site, a campaign hub was designed and built to house the campaign story and creative.
SOCIAL MEDIA
The Charles created brand-aligned instagram content for Sam Edelman, looking to engagement as the highest priority.
EMAIL NEWSLETTERS
Using our paid media results, we were able to build flexible newsletter templates that had rotating creative based on media performance to enhance conversions and CTR’s.
BRAND SPONSORED CONTENT
The Charles worked with relevant media publishers to create effective brand sponsored partnerships
471 %
Increase in conversion rate from our benchmark
80000 +
Increases in followers on Instagram
MEDIA RESULTS
Our digital first omnichannel campaign drove over 188,000,000 impressions over 4 months with a high click through rate. We also saw substantial increases in conversion rate on their e-commerce platform with high traffic surges resulting in strong e-commerce performance.
Erno Laszlo
OVERVIEW
We created a digital experience by seamlessly weaving together dynamic content into a modular design.
SERVICES
Art Direction, Brand Development, Branded Content, Content, Content Creation, Content Strategy, Copywriting, Design, E-commerce, Luxury, Photography, Production, Research, Social Media, Strategy, Visual Design, Web Development
To improve the overall UI/UX experience, we completely redesigned one of Erno Laszlo’s most critical sections of their website, the Product Display Page (PDP).
Pre-Production, Styling, Casting, Creative direction, and retouching were executed, elevating the product in a new and invigorating way.
In preparation for a fresh look and feel on the re-designed website, we led the charge to update editorial imagery brand wide to feel human and real.
From concepting, casting, styling, creative direction, post production all the way to finished shots, we facilitated a collaborative workflow across all partners.
E-mail Newsletters
We helped Erno Laszlo ring in the holiday season with a holiday campaign featuring real people as models.
