Undies - Brand Launch
THE CHALLENGE
A founder with a brilliant product, a clear set of values, and absolutely nothing else. No brand, no website, no social presence, no content. Just a vision, to create underwear that celebrates women's bodies, unapologetically. Tired of shopping for comfortable underwear in the men’s section, the founder of Undies, Alice, decided to solve the problem herself. But, she needed everything to be built before she could sell a single pair - and she needed help.
WHAT I DID
I built the entire brand from scratch, strategy through to execution.
I developed the positioning, tone of voice, and messaging framework around three core values: inclusion, comfort, and celebrating women's bodies. The content identity was bold, direct, and unapologetically female, because anything softer would have been a betrayal of what the brand stood for.
I built and launched the full Shopify website - copy, design direction, and UX. Developed an organic social media strategy across Instagram. Produced the full launch content suite, including the brand's signature circular typography treatment. I also directed the photoshoot - art directing the imagery that would become the face of the brand.
RESULTS
110% sales uplift
65% increase in social engagement
“Abbie exceeded my expectations. I didn’t know where to start and she completely took the stress off my plate. She listened and it showed, because the final results were even better than what I wanted.”
Let’s Work Together
If you're interested in working with me, complete the form with a few details about you. We'll review your message and get back to you within 48 hours.