Hardwear Objectives
Create a brand identity, including logo design, color palette, and font.
Build an e-commerce website to promote the brand and sell clothing and accessories.
Generate media coverage about the brand, Founder, and product in prestigious Hamptons media outlets.
Ashley McGee & Co. Role
Strategic Planning + Creative Development
Developed a creative brief for the Creative Director/Art Director to use as a foundation for designing the brand identity (logo, color palette, font).
Defined the roadmap for achieving the objectives through thoughtful approaches.
Ensured all creative, marketing, and press were aligned with the objectives.
Developed messaging and the brand story including company/Founder bio and ”about” language that guided all communications.
Managed the brand identity development between the Creative Director/Art Director and client to help guide and shape the creative execution.
Website Development
Planned, designed, and built an e-commerce website.
Delivered a site that is functional, visually beautiful, and aligned with the objectives.
Created a website tree and navigation to outline the structure and user journey.
Delivered site layouts, color palette, and font that aligned with the goals.
Ensured the website is intuitive and easy to navigate.
Set up an email marketing campaign and mailing list.
Structured content and metadata to improve search engine optimization.
Tested quality assurance and fixed any issues in functionality or design.
Secured a domain, set up web hosting, and deployed the website.
Marketing + Press Communications
Planned and implemented marketing initiatives across social media, email marketing, and press communications to promote the company, Founder, and product.
Defined target media outlets.
Crafted and distributed press releases and media kits.
Pitched story and announcement to target media outlets.
Responded to media inquiries and secured interviews and media coverage.
Social Media
Developed and managed content strategy, calendar, and posting schedule.
Sourced an intuitive, beautiful design application for company/Founder to use for designing visuals, videos, and other media for posts, stories, and reels.
Drafted captions, headlines and hashtags.
Project Management + Production
Defined the scope of work, oversaw the entire project, and ensured deliverables were on time and within budget.
Oversaw the technical execution, managed logistics, and ensured the deliverables were produced at the highest quality and aligned with client expectations.
Designed and implemented work streams that enabled the team to operate as efficiently and productively as possible.
Sourced, hired, and managed the Creative Director/Art Director who designed the brand identity.
Communicated regularly with client, providing updates and next steps.
Gathered client feedback and coordinated revisions.
Served as liaison between client and Creative Director/Art Director.
