I named, positioned and built a regenerative knitwear label that celebrates diverse bodies over fashion trends.
Woolkind's co-founders wanted an alternative to fast fashion: custom-made knitwear for people the industry overlooks, with no harm to people, animals or the environment. They had the vision but no name, story or identity. In a market where most brands look the same, they needed a space that was uniquely theirs.
Purpose workshops. In-person and online sessions, including a theory of change, surfaced the ideas behind the brand: less waste, individuality, awareness of impact and local over global.
Brand strategy. I wrote the brand story and positioning, defined personas and created a tone of voice that is kind, personal, optimistic and witty, with a touch of Scottish banter.
A category of its own. Rather than chase competitors, I defined Woolkind's own space: clothes made for every body, from sheep to shop.
Naming. Iterative ideation with the founders, filtered through an evaluation matrix, led to the name Woolkind.
Identity and platform. I coordinated designers to create the visual identity, brand guidelines and a Figma design system, then a scalable Shopify store that tells the provenance story.
I designed and ran four in-person workshops, backed by stakeholder interviews and competitor research, to turn Mocean Energy’s purpose, audience insight and identity into a brand strategy and messaging guide.
Learn more
I helped Indeed Innovation clarify who it is for, what makes it different and how to communicate that position, bringing market research, messaging and client validation together.
Learn more