CASE STUDY

Amsha Rebrand + Marketing Campaign

 
 
 
 

The Changemaker

Amsha combines modern design with traditional African techniques to create mindful home and lifestyle products. They focus on driving social change in underserved communities by bringing quality, ethically made goods to the marketplace, using their proceeds to provide micro-funding and skills training.

Amsha doesn't make goods, they impact communities.

 
 
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The Ask

Armed with a solid mission and big-picture growth goals, Amsha was struggling to find, connect to, and retain her customers, in order to grow her sales and expand her initiatives.

We were asked to create a unified strategy for Amsha’s brand identity, marketing and messaging, while staying true to the company’s people-to-people mission at the heart of the business.

 
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Challenges

 
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Develop a visual identity with enough flexibility to evolve alongside this growing company.

 
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Provide a clear message of human connectivity and address impact, without coming across as a “savior” to the people of Africa.

 

Create an emotional bond between customer and the artisan process; even while they are continents apart.

 
 

Our Approach

Our aim was to brand a mission, not an organization.

We had to consider the multi-faceted aspects of Amsha’s business model – from job creation to micro-lending in African communities, as well as creating great products. We knew we needed to develop a brand language that lifts up the small businesses Amsha partners with, and give a human face to the entire process. This approach would compel customers to feel invested in the brand’s success.

 
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Visual Language

We created a brand identity filled with rich textures and warm human feeling, with the goal to develop a connection between artisan and customer that feels personal, even familiar.

 
 
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We brought the faces of the artisans to the forefront of the brand, told their stories, and welcomed the audience into the daily life of these hard-working champions.

 
 
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Marketing & Communication

Our marketing strategy leveraged multiple channels of media in order to successfully:

  1. Create customer connection

  2. Build brand awareness

  3. Convert prospects to customers

  4. Retain long-term loyalty with the brand

 
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Email Marketing

Lead Nurturing
Brand Journey
Welcome Series
Abandoned Cart

Conversion Series
Promotions
Newsletters
Retargetting

 
 
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Wholesale

Brand Lookbook

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Social Media

Campaigns + Influencer Marketing

 
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The Results

Amsha’s social media following & engagement continues to grow, but more importantly, her sales are growing as well. The company’s overall brand awareness has skyrocketed since the rebrand and launch, and her customer retention continues to increase with each season.

Amsha is expanding her impact initiatives in Africa with new products launching each quarter.

 
 

By the Numbers

1,292.6%

Social Media Growth

1,114%

Email List Growth

31-55%

Average Email Open Rate

72

Wholesale Accounts Acquired

 

After New Website Launch

24%

Increase in Unique Web Traffic

21%

Of Web Traffic Acquired from Social Media, up from 4% pre-launch

18%

Of Web Traffic is Acquired by Referral, up from 13% pre-launch

 
 
Testimonials
Amsha

“Aliado has played a significant role in developing my brand, growing my business, and increasing my online presence. Not only have they helped me with tasks I previously found daunting, like social media, marketing, and web design, but they've also infused their creativity into my product design. Working with them is so easy, and I couldn't run my business without them!”

Laura Walker

Founder, Amsha

 
 

Services

Strategy
Language & Messaging
Brand Identity
Website Design
Packaging
Marketing Strategy

 

Marketing Collateral
Social Media & Content
Paid Media
Wholesale Design
Email Marketing
Lead Magnets

Partners

Amsha Studio

Credits

Photo Credit Gurusurya