Creative Director
As Creative Director, I oversaw every facet of the brand’s evolution, from developing the brand strategy and visual identity to directing photography, web design, marketing campaigns, social media strategy, and community-building efforts.
Fringe Collection Campaign
Bloom Collection Campaign
Girls & Roses (Valentines Edit Campaign)
Responsibilities
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Creative Direction
Conceptualised and executed brand photoshoots, ensuring every visual element aligned with Nehanda Atelier’s luxury crochet identity and storytelling.
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Brand Storytelling
Developed a compelling narrative that wove Zimbabwean crochet heritage into a modern luxury context, ensuring every piece told a meaningful story rooted in family tradition and contemporary style.
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Brand Identity & Brand Design
Created cohesive brand assets from logos to packaging concepts, that visually expressed Nehanda Atelier’s blend of traditional craftsmanship and modern elegance.
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Illustration & Fashion Design
Developed original sketches that translated modern style concepts into handcrafted crochet pieces.
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Web Design & Digital Presence
Built a visually immersive, user-friendly website that showcased Nehanda Atelier’s handcrafted crochet pieces, reflecting both tradition and modern elegance.
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Copywriting & Brand Narrative
Ensured a consistent, authentic voice across web pages, social media captions, and marketing campaigns, strengthening the brand’s emotional resonance.
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Social Media Management & Content Creation
Produced visually engaging, brand-aligned content to elevate Nehanda Atelier’s online presence. Implemented community engagement tactics that fostered a loyal, growing audience.
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Brand Photography
Produced compelling imagery that resonated with the target audience, enhancing the brand’s visual storytelling across digital and print platforms.
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Brand Strategy & Marketing
Established a cohesive brand framework that merged heritage and contemporary appeal, resonating with a diverse audience. Launched integrated marketing campaigns across digital channels, effectively increasing brand awareness, engagement, and sales.
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Waitlist Strategy
Developed a pre-launch waitlist campaign that built anticipation and exclusivity around Nehanda Atelier’s debut. Successfully attracted 500+ sign-ups, ensuring a strong initial customer base and driving immediate sales upon launch.
Key Highlights
Holistic Brand Development: Unified traditional Zimbabwean crochet craftsmanship with modern luxury, creating a cohesive and culturally rich identity.
Impactful Digital Presence: Designed an immersive website, engaging social channels, and a compelling brand narrative that resonated with a global audience.
Successful Pre-Launch Campaign: Implemented a waitlist strategy that secured 500+ eager sign-ups, ensuring immediate momentum at launch.
Engaging Community Building: Fostered a loyal following through consistent storytelling, visually captivating content, and meaningful brand interactions.
Process & Impact
As a cultural brand strategist, my approach merges creative storytelling with strategic execution. For Nehanda Atelier, a premium crochet brand with pieces ranging from £199 to £999 - I began by analysing cultural influences and audience insights to develop a cohesive identity that marries Zimbabwean crochet heritage with modern luxury. I then oversaw every facet of the launch, from brand photography and content creation to web design and social media strategy - ensuring a seamless, authentic narrative. This meticulous process culminated in a pre-launch waitlist of over 500 eager customers, underscoring the transformative power of culturally aligned brand strategy in a high-end market.
Reflection
Bringing Nehanda Atelier to life was a profound blend of cultural storytelling and premium positioning. I witnessed how deeply audiences connect to authenticity, craftsmanship, and a compelling narrative. The journey reaffirmed the power of strategic execution and personal heritage in creating a high-end brand that resonates on a global stage.
Collaborators
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Dr Rumbi Mutenga
Model
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Kim
Model
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Stephanie
Model