BRAND
DEVELOPMENT
IDENTITY
Since joining MURCI, I have led a brand evolution that modernized its visual identity, placing a renewed focus on creativity and design. The transformation began with the logo, which previously featured a serif typeface, evoking a legacy, classic aesthetic.
To align with the brand’s bold and innovative direction, I introduced a clean, sans-serif typeface that is strong and contemporary, reflecting the products’ modern appeal. This redesign was complemented by a new tagline, emphasising MURCI's commitment to cutting-edge design and creative storytelling, ensuring the brand’s visual identity resonates with its evolving audience and forward-thinking ethos.
I played a key role in defining MURCI’s identity and positioning within the fashion retail market by creating comprehensive visual brand packs for both in-house teams and external suppliers. These packs included curated brand imagery, typography guidelines, and detailed customer profiles, ensuring consistency across all touchpoints. Additionally, they outlined MURCI’s unique place in the industry, emphasising its design-led ethos and innovative approach to fashion. These tools not only aligned the team but also strengthened partnerships, ensuring a cohesive representation of the brand across all platforms and collaborations.
WEBSITE
OPTIMISATION
Over a six-month period, I collaborated closely with web developers to modernise and optimise murci.co.uk, enhancing the user experience and streamlining the shopping journey. The redesign prioritised customer convenience, introducing an intuitive interface and improved navigation to ensure seamless browsing and checkout. This effort was paired with a comprehensive e-commerce reshoot, where I implemented a minimalist white backdrop to highlight the products, allowing their details and craftsmanship to take center stage.
To balance functionality with creativity, I developed a dual-content strategy: keeping product pages clean and focused for a seamless shopping experience while featuring bold, artistic imagery and videography on the homepage and across social platforms. This approach reinforced MURCI’s design ethos while maintaining clarity for the customer. Additionally, I integrated product videos into the e-commerce site, offering an immersive experience that provided customers with a richer understanding of fit, movement, and texture. This strategic combination of user-centric design and engaging content elevated both the visual identity and functionality of the site, driving customer satisfaction and brand alignment.
SOCIAL STRATERGY
Under my leadership, MURCI’s social media strategy experienced transformative growth, increasing the audience from 30,000 to 230,000 followers. This was achieved through a carefully structured approach, implementing a pre-launch, launch, and post-launch content strategy. Each phase was meticulously planned to ensure maximum engagement and impact, with content types tailored to suit the audience's journey.
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I incorporated a dynamic mix of user-generated content, in-house creative assets, behind-the-scenes storytelling, and influencer collaborations. These elements were strategically allocated across each phase, ensuring content remained fresh and relevant. Additionally, I directed our paid advertising specialist, aligning campaigns with brand objectives and audience insights, and conducted extensive A/B testing to identify the most effective content for different demographics.
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This data-driven approach not only increased engagement and brand loyalty but also solidified MURCI's unique identity in the competitive fashion landscape. The strategy not only drove significant follower growth but also directly contributed to the overall growth and recognition of the business.
