About Me
Hi, I’m Chloe, a Fashion Branding and Communication graduate from BCU.
After studying visual communications at college, I decided to take this further by exploring the realms of fashion communication at BCU. Here I discovered my love for branding, creative direction, and promotion.
I have always been interested in creating projects that offer solutions for today’s consumers and resolve certain gaps in the market. My time as a student has seen me develop projects surrounding breast cancer survivors, gender stereotypes, female representation in the sneaker industry, and wellness. I think it is super important to create projects that get people thinking and spark conversation.
INSPIRATION
My inspiration started with research into toxic masculinity and the pressure young men face today.
As a result of the pandemic, it was clear to see the global wellness industry rising as consumers started to shift their focus more to mental health and wellbeing. Investigating the wellness market in more depth revealed the lack of products accessible to younger men. Primary research later showed that many didn’t understand what they needed to buy when it came to skincare. It became evident to me that there was a clear gap in the market for this.
This all inspired me to create something that allows younger men to prioritise their wellbeing, by having access to products that can be suited to them and how they want to feel. I felt that it was important to open up the conversation around this and also help younger men consider more mindful ways to switch off from societal pressures.
MY WORK
PORTFOLIOS
Regime campaign images.
Calm product range by regime.
Regime packaging.
Regime campaign images.
Dissertation
Dior S/S20 Campaign
DETAIL
Regime is a wellness brand specialising in skincare and vitamins for young men.
My most recent project saw me develop a launch campaign, branding suite and product range for regime. Here I was able to apply all of my favourite areas of fashion branding and communication into one project. Appealing to a male gen z audience, the brand’s objective was to make shopping for skincare less overwhelming. As a result of this, I developed three categories that consumers can shop by including, Energy, Calm and Repair. All ranges were centered around mood-boosting ingredients, allowing young men to pick products based off how they want to feel. Another objective of regime was to go the extra mile as a brand and build more of an experience for shoppers. Here I integrated additional features including ‘regime reminders’ a card which customers would receive in their orders, displaying a quick mindful activity they could complete. As well as this an AR filter which could be accessed through Instagram would show them how to use certain products.
“Keeping up on current events is just as essential as keeping up with fashion.” – Virgil Abloh
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