Shifting from one-off promotions to connected campaign storytelling
Challenge
Coolibar’s seasonal campaigns were a series of one-offs—one week, a new color; the next, a new style. The brand marketing team was reacting in real time, chasing email clicks rather than working from a plan, and sending 2 emails a day without a cohesive story. Each channel worked independently. The catalog was grouped by category and fabric, emails chased performance, and the website featured different styles—leaving the brand experience fragmented.
From Fragmented to Story-Led
Approach: Building a Seasonal System
Weekly color-driven storytelling / Aligned messaging / A cohesive framework across channels
Color as a System
Building the Visual Library
A System of Stories
A Connected Digital Ecosystem
A flexible framework translated across e-commerce, email, paid media, and social.
Performance Advertising at Scale
Social Content System
Outcome
4 seasonal launches
200+ digital assets per drop
4 catalogs
2% conversion rate
$6M revenue
Just as importantly, a clear plan brought the team into alignment and enabled faster, more focused asset creation.
Spring Drop: The Right Mix
Art Direction
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Casting
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Location Scout
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Prop Artist
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Photo Art Direction
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Video Direction & Editing
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Art Direction / Casting / Location Scout / Prop Artist / Photo Art Direction / Video Direction & Editing /
Video sent as a retargeting ad that generated $556k in total revenue
Art Director: Elizabeth Mullen | Videographer: Dan Dixon | Video Editor: Bertram Cambridge
