Working on 2tall’s Autumn/Winter collection was an incredibly rewarding experience, as I was able to combine leadership with hands-on creative work. I loved shaping the campaign’s look and feel across photography, web, and marketing channels, bringing the collection to life in a way that felt cohesive and impactful.
From Concept to Campaign: Building 2tall’s Autumn/Winter Brand Identity
THE CHALLENGE
2tall needed its Autumn/Winter clothing collection to make an impact across all channels — from the website to social media and beyond. The goal was not only to showcase the products, but also to deliver a cohesive brand experience that felt fresh, premium, and tailored to tall men.
THE PLANNING
After the initial meeting with the buying team to see the new products, I developed a strategic plan for the campaign. This included defining the visual identity around two product themes, Neutral Earth and Mono Blue, mapping out the customer journey across platforms, and setting the creative direction for photography, web, and marketing assets.
THE APPROACH
As Project Manager, I led the campaign from concept to execution. Alongside managing the project, I was responsible for the creative and design direction, shaping both the strategy and the visuals:
- Graphic & UX Design – designed campaign assets and refined the customer journey.
- Web Design – developed the creative brief and homepage mockups for our external development agency.
- Photography, Lighting & Set Design – directed the photoshoot and built the visual style of the collection.
- Brand Cohesion – extended the campaign’s look and feel across social media, email marketing, podcast product placement, and the website.
THE OUTCOME
The result was a unified campaign that elevated the 2tall brand and created a consistent experience across every platform. The collection was not only well-received by customers, but also earned recognition from the company founder, who praised both my leadership and my creative execution.
THE PHOTOS
THE CAMPAIGN
