How do I align brand strategy with my seasonal product launches?

If your campaigns feel like an afterthought bolted onto the product, you're losing the integrated layer that compounds performance. We work from the brand's foundational DNA AND the seasonal brief - anchoring the strategy at product conception so every season ladders up to one coherent story. If your next launch needs that connective tissue, let's talk.

Does print still work for HNW marketing in 2026?

Yes - and arguably more than it did. In an AI-saturated feed, a tactile, embossed, foiled or scented print piece is the rarest signal of intent your HNW audience receives all month. We design print as a sensory branding moment, not a leaflet. If you're weighing whether to include print in your next campaign, let's look at it together.

What's involved in defining a brand strategy that actually drives sales?

A brand strategy that sits in a deck doesn't move revenue. Ours starts with the audience, market and competitive whitespace, layers in vision, values, personality and archetypes, then translates the whole thing into an integrated marketing roadmap - so every touchpoint manifests the same DNA. If your current strategy isn't showing up in the numbers, let's start with a conversation.

Designer Lingerie
Brand DNA storytelling

Creative strategy and integrated marketing case study banner for the Made by Niki AW12 Inheritance collection

Creative strategy & integrated marketing for the ‘Inheritance’ lingerie collection

Challenge

The creative strategy challenge: weaving lineage and legacy into a directional fashion campaign

Insight

Niki & Scott’s creative strategy for the ‘Inheritance’ collection spoke to lineage and legacy. With sets entitled ‘Strands’, ‘Capillaries’, and ‘Membranes’ - it was inspired by the DNA that connects bloodlines. It used tactile fringes, millefeuille tulles, tassled rope and chain. For the marketing and brand strategy, we translated the high-concept biological inspiration into an edgy elegance that was synonymous with the brand.

Tactile 20-page lookbook designed as part of the Inheritance creative strategy and marketing rollout

How creative strategy and integrated marketing translate designer DNA into a global campaign.

We designed a tactile 20-page lookbook using raw uncoated stock. This was supported by active global PR, product placement and digital marketing.

By overseeing every detail - from the millefeuille tulles to the digital rollout - we secured the cover of FHM China and The Sunday Times Style. A definitive appearance in The Handmaid’s Tale proved that authentic DNA storytelling can drive extraordinary demand.

Creative strategy translating designer DNA into fashion campaign visuals

Collection:
Inheritance / Made by Niki

Industry:
Fashion / Luxury Goods / Lingerie

Skills:
Integrated Marketing
Creative Strategy & Direction
Visual Merchandising
Print Production

Led by:
Niki McMorrough
Scott Parker

In the press

We secured extensive endorsement by celebrities and the press. Cover stories included actress Ning Jing for FHM China, and The Sunday Times Style. Further coverage was secured in Vogue, Gloss, and Nineteen Thirteen - extending the creative vision with editorial photographers including Matthew Rolston and Frederico Martins.

Integrated marketing PR results: FHM China and Sunday Times Style cover stories

On screen

Jess Mills featured the bodysuit in her music video ‘For My Sins’. Jennifer Love Hewitt wore the dress for a hero dance sequence in ‘The Client List’. Elle Liberachi featured a brand focus with photographer Keith Clouston. And, proving the collection’s enduring style, Madeline Brewer wore it as Janine for ‘The Handmaid’s Tale’.

Integrated marketing celebrity endorsement and social media coverage for Inheritance

Worn by Jennifer Love Hewitt, Jess Mills, Ning Jing & Madeline Brewer.

As Seen On

  
    Creative strategy and brand marketing strategy results: 100+ stockists, double awards, FHM China and Sunday Times Style covers

Awarded ‘Most Innovative Brand’ & ‘Independent Directional Brand’ at the UK Lingerie Awards.

Awarded

Stocked 100+ stores, including Selfridges (London) & Lane Crawford (Hong Kong).

Stockists

Featured on the covers of FHM (China) & The Sunday Times Style Magazine.

Press

Stocked at

Good taste, like inheritance, travels well. Our trade campaign secured Selfridges London, Lane Crawford Hong Kong, and the finest boutiques across the US, Europe, the Middle East and Far East.

Sell-through

Once the collection was in the market, our integrated consumer communications kicked in with direct email marketing to our affluent database, social media content, retail presentations, influencer collaborations and a customer advocacy programme.

To ensure the creative strategy infuses the marketing and brand strategy, we incorporate the brand’s foundational DNA and the seasonal brief. If your next launch needs that connective tissue, let’s talk.
Print is still important in luxury marketing. In an AI-saturated feed, a tactile, embossed, foiled or scented print piece is the rarest signal of intent your HNW audience receives all month. We design print as a sensory branding moment, not a leaflet. If you’re considering print for your next campaign, let’s look at it together.
Our creative strategy usually starts with the audience, market and competitive whitespace, then layers in vision, values, personality and archetypes. If you’d like to discuss your next campaign or brand creation, let’s start with a conversation.