INTERGRATED MARKETING CAMPAIGNS
CHARLES & KEITH
Creative Director | Editorial Designer | Photographer | Architechture Designer | Co-Writer | Editor | Co-Graphic Designer
Creating an Integrated Marketing Campaign for Charles & Keith was a truly rewarding experience that allowed me to express and apply the full range of skills I’ve gained through school and self-training. As the Creative Director, I focused on developing strong concepts and content, while also thoughtfully incorporating the ideas of my group members to ensure a balanced and cohesive direction.
This experience also helped me strengthen my leadership, communication, and management skills, as I worked to build a positive, collaborative dynamic within the team. By supporting the project as a versatile team player, I trained myself to work more efficiently and maintain a healthy balance between work and personal life. Throughout the process, I improved in many areas—especially in photography, visual design, editorial writing, and publication design. I’ve learned how to turn ideas into impactful visuals and narratives that speak directly to the target audience.
This project not only reinforced my confidence as a creative lead but also deepened my understanding of how to build a strong brand presence through thoughtful storytelling, design, and team collaboration. It reminded me of how much I enjoy working with a clear vision and purpose, and how meaningful it is to bring ideas to life through creative synergy.
Charles & Keith is a Singaporean brand that has carved a niche for itself with its trendy and accessible range of footwear, bags, and accessories. As we delve into the brand's marketing initiatives across various channels and assess their effectiveness in reaching and engaging the young market segment, our aim is to usher in a new era of style and sustainability for Charles and Keith. We are dedicated to maintaining the brand's core values while adapting to the ever evolving landscape where consumer preferences and market trends continuously shift. By emphasising sustainability and creativity, we strive to market and position Charles and Keith as a frontrunner in the fashion industry, setting new standards for ethical practices and stylish offerings through placement, promotion and product tactics.
Sustainability Department
For us, a brand synonymous with fashion and sophistication, sustainability is not just a trend but a core value. We are excited to unveil a new sustainable collection focused on three areas: Where We Make, What You Wear, and How We Work. Our commitment to sustainability goes beyond words—it's part of every process. By repurposing excess materials and using recyclables, we embrace eco-friendly practices and raise awareness about environmental conservation. Inspired by natural cycles, our photography reflects the interconnectedness of all living things.
CHARLES & KEITH x NABILAH NORDIN
UNVEILING CHARLES & KEITH COLLABORATION AND EXPERIENCE
Fashion Meets Art
Nabilah Nordin is a Singaporean/Australian up and coming artist who is passionate about sculpting with an interest in material invention. With a string of nearly 10 solo exhibitions held both in Australia and abroad, she is rapidly gaining recognition as an up-and-coming talent in the art scene.
We found exciting synergy in collaborating with Nabilah Nordin. Her artistic visions, and unique aesthetic, blend modern minimalism with bold, innovative elements, enhancing and complementing Charles & Keith's brand ethos. Her keen eye for detail and penchant for pushing boundaries align seamlessly with the brand's commitment to offering fashion-forward yet accessible pieces. This collaboration promises to deliver a collection that marries sophistication with a touch of edgy flair, appealing to a diverse audience seeking stylish yet versatile options for every occasion. We have high hopes for how well this collaboration will go down in our heavily decorated history of milestones since we launched our brand. She has been a joy to work with and future works are already in discussion.
