BRAND CONCEPT & BUILD: HER STORY | LOVE ME DO | AESTHETE
HER STORY, India: Brand Director, 2019-date.
- In 2019, audited the nascent brand offering, conceptualised the first campaign (black-and-white with Sobhita Dhulipala, 2019) along with the creative agency, worked on the brand storytelling, voice, creative strategy and core elements to build and land a concept-led brand.
- Towards building the brand’s first flagship boutique at Kala Ghoda (December 2022) and it’s on-going expansion pan-India and abroad, it includes creative direction and briefs on all touch points. These would be including but not limited to brand voice, storytelling, consumer journey touchpoints, digital experience (web and social, taking Instagram from 900 followers to over 130K and counting organically), brand-led visual merchandising, experience touchpoints, core collection ideas for product lines, space design creative direction with the French architects, RDAI (who design the Hermes stores globally), packaging, brand collaterals and communication at all touchpoints.
- The first independent ATL + BTL campaign, Modern Perspectives, conceptualised and creatively directed/executed won the global Red Dot Award, one of 4 winners in the 2023 Brands & Communication > Advertising > Advertising Campaign category, amid thousands of entries. It won on elements of concept, execution and connect to audience.
LOVE ME DO, China (2018-2019): Concept & Content Strategy. Previously known as Shades of Love, the concept-led offering in precious jewellery was re-conceptualised through fresh concepts and storytelling and then taken for live testing in the Chinese market. It had a successful testing journey, before the pandemic hit and had to be pulled back.
AESTHETE, India (2018-2019): Content Strategy. A luxury B2B offering under the Walking Tree stable, was creatively conceptualised incluing the brand content and collaterals.
CONTENT: WRITING | EDITING | STORYTELLING | BRAND VOICE | MEDIA
Luxury brand writing, editing and storytelling for exclusive collateral and books. Key writing includes collection books, brand content like boilerplates, brand colour, product stories and display cards, Ad campaigns, digital content and press notes. Building a cohesive and unique brand voice and content stylesheet across all online and offline touchpoints and platforms.
UNSAID LIBRARY, EUROPE (2018-2019)
A concept-led precious jewellery brand in Europe that showcases emotions in relationships. Handled the overall content for the brand launch across all touchpoints.
ALTR, USA (2018-2019)
A lab-grown premium B2B offering. Handled the overall content, press materials & strategic media interactions.
NIRAV MODI (2017)
Global content strategy, voice, brand language and guidelines, also training manuals to set templates and processes for content teams, and standardisation across global touchpoints, while ensuring local nuances are captured/respected. Key global touchpoints: India, UAE, HK&China, Europe, USA
NIRAV MODI BRIDAL COLLECTION BOOK 2017-2018
Conceptualising, writing, lyrical notes, editing and proof-reading
Showcasing the bridal collection of jewels, and shot with model-actor Lisa Haydon in Paris, the hard-bound book of 60+ pages describes the brand, the techniques, diamond cutting and clarity (4 Cs), post-purchase care, along with 7 core collections of solitaire diamond rings, wedding bands and matching jewels like earrings and necklaces.
Each collection is showcased with a lyrical note, penned especially for the book. The book has three versions: English, Mandarin and Japanese.
Sample pages below:
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NIRAV MODI LA BIENNALE PARIS 2017 HIGH JEWELS LOOKBOOK
Writing, editing and proof-reading
The 60+ page collection book presented at La Biennale Paris 2017 showcased the brand’s high jewels like the iconic Majestic Mogok Ruby Suite. The copy included content about the brand and diamond information. The book is bilingual in Mandarin and English.
Sample pages below:
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COLLECTION NOTES
Research, writing, editing, lyrical notes and stories, digital content, sales team pointers, quotes from the creative director, Ad lines for the collections, press releases.
The collection notes form the boilerplate for all global communications, including those for internal marketing and sales teams, print and digital platforms that speak to the consumer, as well as the media. They are evocative, approached with the concept of storytelling, to create intrigue behind the collections.
The sample below, the Sakura core collection, is a unique line of diamond jewels inspired by ephemeral Japanese cherry blossoms. The collection note introduced the collection for the first time in the market.
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HIGH JEWEL PRESS NOTES
Research, writing, editing
Capturing the story behind the inspiration of the exclusive high jewels, these press notes are meant to be evocative and intriguing. Released to the international press, the notes received immediate feedback from luxury editors, with requests for media coverage. Shorter versions of the notes were created for boutique display cards.
Sample press notes below:
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ICONIC BRAND COLOUR NOTE
Research and writing
Painting a story around the iconic brand colour, Vermilion. Including a long note with references and research and a shorter synopsis to be executed on various touchpoints.
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FACADE NOTE
Writing
Unveiling the unique new boutique facades, which were conceptualised with great detail and finesse, the New Facade press note describes the artistic vision vis à vis the inspiration and jewels, celebrated in the final output.
sitanshi talati-parikh 