case study

The Costume Designers Guild, founded in 1953, is the Hollywood union with 1000+ costume designer and illustrator members. Working with its elected Executive Board and Trustees, I developed and executed a strategic plan to revitalize its brand. Work included: (1) rebranding the organization with a new identity, (2) overhauling an outdated enterprise-level website, (3) advocating for its membership, (4) and raising awareness through media, social media, and industry events.

rebranding strategy and execution

After recommending a new identity as part of a broader strategic plan for elevating the Guild's brand image, I worked with the Board on a Request for Proposal (RFP) and voting process, and implemented the new design across platforms. RESULT: The new identity echoed the Guild's annual award statue, effectively communicating the members’ achievements, and their worth and artistry among entertainment industry colleagues and the general public.

website redesign

The enterprise-level website had been stitched together by aged technology and was ready for a new closeup. Initiatives included overseeing another RFP process, providing wireframing and content migration, and working with the Board on the redesign. Content areas included fresh and archived articles and videos, along with a "Legacy" login portal for retiree members. Result:  A new back-end CMS allowed staff to make updates, saving the organization 20% in outside fees. The enhanced SEO, friendlier navigation, and fresh content boosted unique and return website traffic.

Magazine redesign, social media, experiential, and public relations

I also redesigned the Costume Designer magazine, served as its editor, wrote articles, and produced the first original photography and video interviews of members. Marketing support for high-profile events included Fashion's Night Out at Neiman Marcus, Emmy Nominees at FIDM in conjunction with the Academy of Television, and Comic-Con International. A social media library was created to promote professional activities of the Guild and its members. RESULT: Media outreach produced over 50 million impressions. Social media organically grew by 600% on Facebook and 300% on Twitter. Promotional events starring Guild members reached over-capacity audiences. The magazine redesign, videos and photography played a supporting role in furthering brand image and awareness.