Private Client is FARFETCH’s top tier of client loyalty membership. Designed to enhance the luxury shopping experience, it provides exclusive services and benefits to their most esteemed customers.
One of the challenges the Private Client team faced was a lack of unique and exclusive own-brand content, inconsistent creative and visual identity. Due to its pivotal role in generating profits, it was imperative that Private Client's presence and overall presentation resonated with the premium, luxury nature of its offerings.
In this project, the aim was to refine Private Client's appeal by introducing tailor-made content, revamping its marketing collateral, and creating a distinctive tone of voice within the FARFETCH brand ecosystem.
The STYLED BY shoot series was introduced to create premium content adaptable for online and offline platforms, offering a glimpse into the world of Private Client and highlighting the luxury product ranges. As part of this initiative, I assisted the Art Director with the shoot concept and development, and oversaw the design and production of custom props used in the shoot, including branded postcards, hangers, and tags.
The content was integrated into Private Client spaces onsite and within the app, as well as in CRM campaigns and social media channels. Additionally, it was featured in the Private Client book—designed to showcase the program and introduce the luxury service to prospective customers.
Working alongside the STYLED BY shoot, I lead the complete overhaul of Private Client’s design direction. Developing an entire suite of marketing creative, I produced templates for brand collateral such as invites, menus, signage and packaging. Based on the updated creative direction, I put together brand guidelines for the Private Client team to follow for future activations and events.
Debuted at Art Basel Miami—where the primary objective was to acquire new customers—the updated creative was used across various private client and influencer events, including dinners, parties and the beauty suite. The outcome was highly successful, with new customer targets surpassed by 120%.
