Lulu Ave’s Resurgence: A Tale of Branding Triumph

Project Overview.

SERVICES

STRATEGY, CREATIVE, LIFECYCLE, DEVELOPMENT, PHOTO & VIDEO PRODUCTION

INDUSTRY

ACCESSORIES

Lulu Ave is a fashion-forward jewelry brand that sells high-quality items at an affordable price. Lulu came to us with an inconsistent visual identity. Diverse photography and graphic styles initially created a lack of cohesion, falling short of the desired high-end brand image. The next hurdle was low brand recognition. Lulu lacked a distinct identity and a compelling consumer-facing narrative that would set them apart from competitors like Mejuri & Studs. This absence of unique standout elements hindered their visibility.

115%

INCREASE IN SITE TRAFFIC

188%

INCREASE IN CONVERSION RATE

300%

INCREASE IN UNIQUE VISITORS

76%

INCREASE IN AOV

“They’re doing an excellent job. I don’t think they could do any better at this point.

I get to talk to different people with diverse specialties. I don’t get a general answer; I get very specific answers from them. They meet the deadlines. The size of their team and ability to work together no matter where they’re at is impressive. I’ve had experience working with a lot of agencies, and Giant Propeller is one of the only agencies that can handle branding. I’m able to complete the brand and market it, all with the same partner. They’re making my business a reality.”

JONY BASMAJIAN, CEO
LULU AVE

Challenges.

Despite possessing a rich family-oriented narrative, Lulu struggled with effectively conveying it.

A powerful positioning statement defining their core values was notably absent, representing a missed opportunity at their brand’s foundation.

Turning to the user experience and interface, Lulu faced significant challenges. Missing jewelry category sections, inconsistent product shots, and a subpar product details hierarchy posed hurdles to providing a seamless experience for customers.

Lastly, the issue of unengaged email subscribers needed attention. Crafting non-promotional content and implementing automation to educate consumers about the brand’s values and principles became imperative in rekindling meaningful connections.

Solutions.

The transformation started with extensive research, offering deep insights into customer demographics, preferences, and behaviors. This knowledge laid the foundation for a robust framework that would steer Lulu’s future marketing efforts and strategic growth initiatives.

Brand Foundations

Building upon this, we developed clear and comprehensive brand foundations. This encompassed the creation of audience personas, the definition of core brand values, and the establishment of messaging guidelines. With these elements in place, we moved forward to formulate an entirely new brand identity. This involved crafting a fresh name, an impactful tagline, and a compelling manifesto.

The rebranding effort also extended to Lulu’s aesthetic, introducing a distinctive logo, a harmonized color palette, a unique brand pattern, and innovative packaging. These elements were carefully curated to resonate with the brand’s target audience.

Web Design

Simultaneously, an entirely new website was launched, featuring enhanced functionality and a seamless appointment booking system. This system accommodated both virtual styling sessions and in-person piercing appointments, providing a convenient and personalized experience for customers.

Photography

We also conducted a dedicated photoshoot to curate website content that would enhance aesthetics and resonate with the target audience. This approach ensured every image conveyed the brand’s essence and connected with visitors on a deeper, more personal level.

Email Design

The email strategy underwent a strategic overhaul, with customer flows redesigned to optimize engagement and conversion rates. We also employed advanced segmentation techniques to ensure messaging remained tailored and content delivery stayed relevant to each recipient.

Loyalty Program

Finally, a customer loyalty program was designed and implemented. This initiative aimed to incentivize and reward customer loyalty, driving retention and advocacy for Lulu. Through these carefully orchestrated steps, the brand not only addressed its initial challenges but also positioned itself for sustained growth and success.

Results.

The process of elevating our brand identity not only resulted in increased sales but also deepened the affinity of our audience. It reaffirmed the importance of a strong and cohesive brand presence in the marketplace, emphasizing that a well-defined brand identity can truly drive success and foster lasting customer relationships.