Full Funnel Launch Strategy for a New Sustainable Fashion Brand
Case Study: A Sustainable Fashion Brand from Dubai to Bali
Project Overview
TheRawLine blends Dubai’s bold flair with Bali’s eco-conscious ethos to offer premium linen pieces accented by coconut shell details. Their mission resonates with style enthusiasts looking for responsibly produced fashion. My task was to create a cohesive brand identity, build a conversion-focused website, and craft social media content that spotlights TheRawLine’s commitment to sustainability.
Branding & Logo Design
Nature-Inspired Visual Identity
I developed a complete brand identity for TheRawLine that aligns with its values of simplicity, sustainability, and modern elegance. The logo is minimal yet structured, built to scale across digital and print applications with clear usage rules and grid-based construction.
The color palette was carefully selected to reflect natural materials and eco-conscious values:
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Natural Green (#304D35) for sustainability and growth
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Nude (#D1C7BD) for softness and natural fibers
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Jet Black (#353535) for balance and modern contrast
A full Brand Style Guide was delivered, detailing visual assets, tone of voice, and brand direction—ensuring consistency across social media, packaging, website, and future campaigns.
Website Development & Conversion Focus
Merging Aesthetics with Data-Driven Strategy
Rather than just designing a visually appealing Shopify website, I focused on building a high-converting user experience with clean UI/UX, intuitive navigation, and a mobile-first design. I also implemented essential tools such as Google Analytics, Meta Pixel, and Tag Manager to enable full tracking of user behavior across the funnel.
To support conversion, I added a checkout recovery flow via email marketing, ensuring abandoned carts are followed up with personalized, automated messages. Each product page was optimized for clarity, visual consistency, and performance—setting the foundation for smarter retargeting and higher ROI from day one.
Social Media Content Creation
Showcasing Sustainable Style
Our content strategy for TheRawLine focused on quality over quantity. Instead of flooding the feed, we created intentional, mission-driven content that tells the story behind every piece. From material sourcing to the people crafting the garments, each post was designed to educate and inspire.
We introduced a storytelling-first approach that connects emotionally with the audience—highlighting values such as ethical production, sustainable sourcing, and slow fashion. One of the key pillars of this strategy is a content series titled “101 Posts for Sustainability”, designed to build awareness and create lasting engagement through informative, aesthetic, and relatable posts.
This strategy isn’t just about looking good—it’s about creating a movement aligned with the brand’s purpose.
Challenges & Future Steps
As a new brand, TheRawLine currently has no data—no benchmarks for add-to-cart rates, CPMs, or conversion trends. Before running any paid campaigns, I’ll first set up Google Tag Manager, Meta Pixel, and other essential tracking tools to collect clean, reliable data.
Once tracking is live, we’ll begin structured A/B testing to understand what works—focusing on creative performance, audience targeting, and funnel behavior. This testing phase is key to building a data-backed strategy and optimizing budget spend efficiently from day one.
Ready to Innovate Your Brand?
Developing a distinctive, responsible brand presence is a collaborative process.
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