Role: Creative Direction + Design

Including:

Brand Strategy

Branding

Website

Copywriting

Photo Direction

Social Media strategy +
content creation

Online Store

Industry: Clothing, Boutique

Shorewood, Wisconsin

After years of searching for the ideal wireless bra, Jodie Curro Heinrich set out to create her own. As a practicing Acupuncturist with a Masters of Science in Oriental Medicine, Jodie had grown frustrated with conventional underwire bras. Many women she saw in her practice complained of the same things: restrictive bras; molded foam cups that trapped heat; fussing with loose straps and clasps; improper fit. Inspired by this insight, Jodie partnered with veteran bra maker, Wanda Jones of New York to design a bra built around health.

The initial project request was to design a website. During our conversations, it was clear that Gioia had a logo they loved. What they needed was a brand.

The brand strategy included a mission, vision, values, brand promise (through a brand wheel exercise), positioning (including territory Gioia can own), brand personality, brand voice + copy tone, copywriting, photography direction, graphic treatments, typography, and color palette ... Plus ongoing social media strategy, content creation, and more.

The vision for the graphic design is to evoke joy and good energy. This is accomplished through juicy citrus colors of verbena lemon and blood orange. Patterns created for Gioia use colors and graphic elements that are bright and sunny while taking some inspiration from graphics found in Traditional Chinese Medicine. Photography captures women being fearlessly themselves, showing us freedom, and a joy for life.

The copywriting educates women on the benefits of the Gioia bra, some Traditional Chinese Medicine, the importance of the lymphatic system, and what makes the bra different. It also accentuates the quality, care, and craftsmanship lovingly put into every stitch of the bra.