Blissvalley
The brand, not just the store
everything it took:
Illustrator
Photoshop
Shopify
Premiere Pro
Canva
Meta Ads
Mailchimp
Zoho
One line: streetwear, come up with something. A friend’s label, paid work, and about as much latitude as a brief can carry. There was no identity, no product graphics and no shop, so all three were mine to decide.
A wordmark and four garments
The Illustrator wordmark first, then four tee graphics drawn around it in Photoshop: Devanagari display lettering over halftoned photography, a logo that reads as a bootleg of itself, and a colourway per drop. The brand had no visual language before this and no reference to work from, which is the part I would point at.
270,000 views, off 197 followers
Twelve reels, shot and directed by me and cut in Premiere Pro: a solarised grade over borrowed archive footage, lookbook pieces in car parks and stairwells, talent rather than customers. They did about 270,000 views between them against an account of 197 followers, which means almost none of it came from the audience: the reels were served to people who had never heard of the label.
The Shopify build end to end, storefront, catalogue, listings, launch, with acquisition on Meta Ads and email through Mailchimp and Zoho. Around thirty creators were seeded with product; they posted to their own accounts, and I never recorded what those did.
Sixty orders in the first month off the Meta ads. The label has since gone dormant and the domain has lapsed to someone else. The work outlasted the shop, which is the only reason it is still worth showing.
Thirty creators posted and not one of those posts was measured. I would put a link and a code behind every seeded parcel before sending a single one, so the programme could be judged instead of guessed at.
THE RESULTS
Every figure carries the thing it grew from, because a number without its denominator isn’t a number.
Views across 12 reels, off 197 followers
Orders in the first month
Creators seeded with product
Wordmark and garment graphics designed
Reels directed and cut