Common Threads

Common Threads is a renting and lending fashion platform exclusively for students at Duke University in the US. Common Threads founder, Lily Posternak, came to us with an identity that didn’t quite match up with the brand’s vision or represent their customer well. 

We started the project by refreshing the brand strategy to ensure all elements of the brand were clearly defined from the start, we looked at the brand concept, key messaging, customer profiles and clearly defined the tone of voice. Next we worked on the brand identity, creating a fun and fresh identity that connected with the Duke University students.

Once the visual and verbal elements of the brand were defined, we curated a bespoke digital marketing content strategy which outlined the goals for each stage of the customer journey and included which content to post on each, this also included social and email marketing templates. This makes for a cohesive and impactful digital presence across all channels.

We then curated and produced a street style themed shoot, representing what their customer base is used to seeing and interacting with on social media, rather than styling a highly curated, and out of touch, photoshoot. We utilised the branding and tone of voice guidelines to update the website and create an impactful website that speaks to the Common Threads target audience.