Your friend in Fashion
BY AMICA
Brand Identity / Integrated Campaign/ Creative Production
Your Friend in Fashion was more than a campaign—it was a transformative repositioning and visual identity overhaul for By Amica. Initially founded as Dee’s Pop-Up Shop, the brand needed to transition from its modest beginnings to a scalable, purpose-driven lifestyle destination. I worked alongside internal and external stakeholders to rebrand and redefine the brand’s mission, ethos, and aesthetic, placing inclusivity & community at its core.
FASHION / ECOMMERCE
OBJECTIVE
Originally founded as Dee’s Pop-Up Shop, the brand needed to transition from its modest beginnings to a scalable, purpose-driven lifestyle destination. The brand’s initial name, visual identity and unique value proposition lacked clarity and scalability.
THE CONSUMER INSIGHT
We understood that By Amica’s customers desired more than just clothing—they sought a trusted, personalised experience akin to having a stylist and friend. The kind you could ask outfit advice to. They valued representation, and inclusivity in a way that brought them together to not only seek advice, but help and uplift each other.
THE CLIENT AMBITION
To establish By Amica as a scalable, trusted lifestyle brand that embodied inclusivity and authenticity. The brand sought to differentiate itself through a customer-centric ethos, offering personalised services such as in-office try-ons, body-type-specific recommendations, and event styling guidance.
My Strategic Approach
Guided by the ethos of being 'Your friend in fashion,' the rebrand helped reposition By Amica as a trusted fashion and lifestyle destination, with inclusivity and representation as its cornerstone, bolstered by a sense of community within its’ Facebook Group.
Key Initiatives
A fresh visual identity that balanced feminine elegance with modern simplicity.
Content tailored to resonate with customer avatars like Steph and Indie, leveraging platforms such as Instagram, Pinterest, and TikTok to deliver stylist-inspired, aspirational content.
Paid campaigns that focused on By Amica’s customer-first services, from personalised body-type recommendations to no-obligation office try-ons.
A reimagined e-commerce platform, offering an elevated experience that integrated not just clothing, but curated accessories, shoes, and homewares to reinforce its lifestyle positioning.
By blending personalised storytelling with data-driven audience targeting, the strategy reinforced By Amica’s differentiation as a brand deeply committed to its customers’ confidence and individuality.
With Community & Personalisation at its Core, Amica Transformed into an Inclusive Destination to Uplift
By Amica’s Facebook group became the heartbeat of its rebrand, growing to over 150,000 engaged members during the transformation. Unlike traditional business pages, the group thrived within Facebook’s community-driven algorithm, fostering genuine conversations and connections among members.
This authentic sense of belonging translated into remarkable results, with over 50% of sales directly attributed to the group. By combining an inclusive, supportive atmosphere with personalised styling recommendations and event-specific advice, Amica redefined what it meant to be more than a retailer—it became a trusted friend in fashion.
