Commonry is an Australian label designing fashion forward garments with women of all sizes in mind. Their focus is on quality fabrics and a great fit for their customer.
As the Senior Graphic Designer in Commonry's Marketing Team, I am responsible for the visual identity of the brand through all touch points including eDMs, social media channels, the website and the occasional print project. While working collaboratively with the Marketing Manager to develop the evolution of Commonry, I plan and attend monthly marketing photography shoots to provide art direction and styling for content creation of assets for eDMs and social media.
Above are some examples of eDMs I have designed based off Commonry’s fundamental pillars around ‘We have the Range’, ‘Created by Experts’ and ‘The Commonry Collective’. This type of messaging is so important to drive brand awareness and authority, establishing our expertise in fit and design.
Within these eDMs we show the customer that they are the inspiration which helps build an authentic and relatable connection. Commonry also partner with Instagram influencers to access their audience and expand their eDM database. Through this process, we can reach a wide and diverse customer base that may not have organically experienced the brand, being such a new and upcoming competitor in the fashion industry.
In addition to campaign imagery, key look photography, e-commerce and influencer content shown in these examples I have been able to use my content creation skills to be involved in monthly still life imagery. This entails my involvement across the full creative process from briefing, styling, shooting, and managing retouching to add key elements of art direction to my current skillset.
Instagram is a hugely important channel Commonry uses to engage with their customers and continue to build a greater following. Every image is curated to fit in with the brands aesthetic, directly through carefully chosen influencers, making sure they align with Commonry to represent real authentic women relatable to our audience.
Using the Instagram profile grid and story component, Commonry markets a range of messaging to create excitement around new online product releases, showcase in-store experiences, store locations and new pop up stores. The creative needs to illustrate this message through the use of animation and careful design which creates interest and interaction with the viewer to further drive conversions.
With Commonry being such a new and unique brand in the Australian market, Instagram and other social media platforms are providing the brand direct contact with their customers showing how fashion forward it is in inclusive sizing.
Commonry’s website is an organic way of finding the brand when searching ‘plus size fashion’. It is one of Australia’s only dedicated fashion forward, inclusive sizing brands catering for women sizes 10-22, reinforcing body positivity with a wide range of garments.
With monthly product releases, all images across the website are updated with key look imagery. Updating important website touch points such as the homepage banner carousel, sale promotions and call-to-action segments means that multiple messages can be posted at once.