Brideside: From Brand to Brand System
Campaign Development / Email Creative / Paid Social / Mutli-Brand Management
Bridside launched as a digitally-native bridesmaid dress retailer. I joined the team at a time of expansion where we were trying become the modern bride’s go-to brand at every stage of the journey.
My job was to make sure the creative kept up with that ambition. Over my time there, I worked across three distinct expressions of the brand: the core Brideside identity, the launch of Poppy (a budget-friendly private label with its own visual language and tone of voice), and Brideside BRIDE, an expansion into the bridal market anchored by a suite of new showrooms.
Across all three brand expressions, I managed creative for an audience of over 250,000 email subscribers and 200,000 followers on social. My key responsibilities were: developing campaigns, maintaining visual cohesion, and making sure each sub-brand felt distinct but unmistakably Brideside.
Email Creative Samples (Click to Enlarge)
Creative as a Testing Ground
Paid social was as much a research tool as a performance channel. I developed and tested creative across Instagram, Facebook, and Pinterest varying design, color and messaging to understand what actually moved our audience. The insights shaped more than the ads themselves; they informed how we understood the Brideside customer and wha she responded to emotionally and aesthetically. The result was a tighter creative POV and measurable lifts in both engagement and conversion.
