Working for Baudoin & Lange over a two year period, a transformation of communications/positioning was the objective – elevating the branding of a community-grown startup to take on the next level of wider consumer growth. 

As the business expanded commercially through physical retail and product diversification, creative production processes and brand strategies were established across campaigns, assets, communications and marketing partnerships to elevate a bootstrapped startup brand with a homegrown feel into a category-defining name of established independent luxury – while still retaining its high-craftsmanship and intimate community-led appeal.