/ Both& Cross-Channel Marketing
Designing for Growth through Organic & Paid Media
Organic & Paid Media
Social Media Creative
Digital Ads
Campaigns
Email Marketing Creative
Klaviyo
While leading design at fashion startup Both& Apparel, I worked with our small but mighty team on developing growth through various marketing surfaces, including social media, advertising, and email marketing.
Team
Head of Design and Principal Designer - Myself
CEO of Both& and Copy Director - Finnegan Shepard
Social Media and Community Manager - Anthony Rogers
(See end of page for full credits)
Connecting to our community through social media
Together with Both&’s social media and community manager, Anthony, we revamped and diversified our social media content to carry a robust balance of brand, product and UGC stories.
I designed a wide variety of templates for multiple campaigns and brand partnerships. We incorporated motion into our content for an added layer of storytelling and to capture attention in a competitive landscape. We collaborated with a growing roster of content-creators, highlighting real footage of folks who actually wear our garments.
Our social media program was built around creating an inclusive and interactive space, fostering connection by inviting our audience to participate in conversations with us and each other. Both& was not merely marketing products, we were deeply invested in the wellbeing of the people we serve. The result was a highly engaged audience of community members and allies.
50%+
growth in Instagram followers since May 2023
22%
average Instagram engagement rate compared to 2% industry average for fashion or retail (as of Q4 2023)
1.5
organic unsolicited tags per day on our social channels (as of Q4 2023)
Building deeper connections
We understand that for our LGBTQ+ audience, shared identity and belonging are central to their experience. To truly resonate requires us to prioritize genuine connection in a way that goes beyond the standard approach of other fashion brands.
Through Discord, we experimented with creating a virtual clubhouse, making space for community members to connect with our brand and each other. We hosted different channels, such as #Fit-Station for styling advice and inspiration to be shared, and peer-to-peer reselling as an initiative to reduce waste. Customers who live outside the U.S. can organize and make a joint purchase within #International-Group-Orders to economize on shipping.
We also dedicated efforts to create long-form content through thoughtful blog posts and a spotlight series where Both&’s founder Finn would interview different members of our community.
Ad Creative
Our approach to digital advertising was a balance of capturing our brand aesthetic with compelling product shots and clear communication of our unique selling points. Taking cues from industry benchmarks, I designed a wide range of ad layouts that we ran, tested, and iterated on.
Leveling up our newsletters & email marketing
As part of Both&’s brand refresh work, I scaled the new design language to our email marketing surfaces, transforming what was previously a simple bulletin into a premium touchpoint.
By leading with curated, high quality content, we were able to build legitimacy and trust in our brand. (Even editorial-focused newsletters were able to gain conversion in sales.)
Driving growth through tactical flows and campaigns
By implementing our CEO’s strategy and leveraging a small team from The Email Marketers, we set up new automated flows to target specific audience segments. We designed and built fresh email templates with embedded dynamic data, tactically serving relevant content at different points of a customer’s journey. Not only did we maintain a personalized connection with our customers, we were able to recover lost opportunities through abandonment flows, and much more.
58%+
increase in email attributed conversion in sales *
65%
average email open rate
(29% increase from the previous year)*
3%
average email click-through rate
(compared to clothing industry standard of 1.45%)
* data measured from Q3 2023 to Q3 2024, compared to same period from previous year
Credits
CEO of Both& and Copy Director - Finnegan Shepard
Social Media and Community Manager - Anthony Rogers
Photography - Mischa De Stroumillo, Lydia Garnett, Bella Porter
