Not Just A Label is a destination designed to connect, support, and empower the rule-breakers, off-beat thinkers, and the emerging and independent designers in the fashion industry. With more than 35,000 users, NJAL is home to an ever-growing community of creatives, and we were tapped to develop a content marketing program to showcase the stories, collections, and voices of fashion’s next generation.
Content Strategy & Editorial Production
Thinking beyond the fashion spread
NJAL came to us on the precipice of launching a new brand identity that was set to better reflect the fresh creativity and international flavor they hoped to attract. Working with this new visual identity, we created a content program rooted in their distinct brand voice and established the foundation for a continued content partnership that amplified their global reach while cultivating a stronger community. We developed and managed a longform editorial feed with original and engaging branded content, which cemented NJAL’s website as a destination for industry news, environmental trends, and interviews with emerging voices in fashion design. Maintaining a regular blog drew over 100k+ monthly visitors to their website.
Social Media Strategy & Newsletter Production
An ecosystem of social storytelling
In addition to a robust editorial program that included regular newsletter sends, we created a strategic social media program including content creation and community management on Instagram and Facebook. We crafted social design kits and launched a revamped social program that further established NJAL as an innovative leader in fashion. Our program leaned on designers as an organic network of influencers, using Instagram Stories to drive connection and engagement between designers, their audience, and NJAL's account.
