Ani Moller Coaching
Schlong
2021
Creative Direction
About Et Al Australia
Et Al Australia is a Melbourne-based fashion label established in 1993 by Chris Douty and her late husband Les. Renowned for its avant-garde designs and timeless silhouettes, the brand thrives on precision, artistry, and creating carefully curated collections that resonate with a loyal customer base.
collaborated with creative director Anthony Caplan, winner of xyz
-brick and mautor
Stack
Mailchimp
Shopify
ChatGPT
Lightspeed
Photoshop
Canva
Issue
Define the Problem: Anthony chaplan needed to spend less time editing, and more time making clothes. it was my role to make this process more effecient.
Insight Development: It was hard for Et Al to employ makreters. Often times they don't know enough about fashion, and Et Al in a brand for more fashion forward enthusits.
Strategy Statement: * how I solved their problem**
list resposonbiltiies, and address how this helped anhony let go of the editing process.
Gif of retouching /
batch exporting
Approach
Thhrough my expierence modelling, and my technical background
develop my understanding of what makes Et Al, Et Al.
expand on this: what core questions I asked to grasp this more)
understand the pace of there sales,
state of their ecom,
how people shop,
How there stores are tourist hubs.
buying online (with returns) isnt convientent for small business.
Curate tone of voice with copywriting strategies.
Keep creative tools collaborative* to ensure proofing*
strategy fo their core audience 40-65 highly engauged readers.
-clients
_window shoppers
-clients who own 3-5 garments
-unique high spenders
-insights (high rention rate)
-usp, local, size inclusive, unique local accessories/fragrance/
Strategy Statement: Craft a concise statement that outlines the approach to solving the problem. This is often referred to as "strategy is your words."
-strike while the irons hot
-personalable copywriting and brand positioning.
three day a week schedule.
understanding of how the pose of a model
Copywriting example
(picture)
(Blah blah blah blah
old example) l̶i̶k̶e̶ ̶t̶h̶i̶s̶
Yap yap yap yap
New example
strategy/
Level up their digital production process, and use communication/copywriting strategy to emphasize they're unique place in the market.
strategy fo their core audience 40-65 highly engauged readers.
-clients
_window shoppers
-clients who own 3-5 garments
-unique high spenders
-insights (high rention rate)
-usp, local, size inclusive, unique local accessories/fragrance/
Execution
Curate tone of voice with copywriting strategies.
Keep creative tools collaborative* to ensure proofing*
Strategy Statement: Craft a concise statement that outlines the approach to solving the problem. This is often referred to as "strategy is your words."
-strike while the irons hot
-personalable copywriting and brand positioning.
three day a week schedule.
understanding of how the pose of a model