01 / Betts
Reimagining a
heritage brand
Helping reposition a 130+ year footwear brand through a more distinctive visual world, creator strategy and culturally relevant brand moments.
My role
Brand positioning · Campaign development · Visual direction · Creator strategy · PR · Events
01 / Changing the brand world
Building a more
fashion led brand world
Betts had more than 130 years of heritage. Working closely with the CMO, I helped translate the evolving positioning into a more elevated, fashion-led brand world — shaping campaign direction, imagery, casting, content, creators and storytelling.
Campaign / AW26
Your winter
alter ego
A seasonal footwear collection reframed as an elevated, city-led fashion story with a sharp 90s visual language.
My role
Campaign development · Casting · Location · Moodboards · Creative briefing · Production · Rollout
The campaign reinforced the new positioning, generating organic buzz, shifting brand sentiment and attracting industry recognition and high-profile collaboration interest.
03 / Culture + activation
From content
to culture
The next step was taking the brand beyond campaign imagery — building relevance through fashion-aligned creators, organic advocacy, PR and culturally connected brand moments.
Casting board / fashion-aligned creators in Betts
Brand activation / The Devil Wears Dupes
Around the release of The Devil Wears Prada 2, I conceived and led a private cinema experience for 40 creators, using “dupe culture” as the creative hook — leading the activation from concept through to creator strategy, guest experience, styling and content.
04 / Impact
The shift wasn’t
just visual.
- 74K → 89K
- Instagram audience in seven months
- +97%
- YoY revenue growth during the repositioning period
The repositioning generated significant industry attention, with top-tier creators, talent and fashion professionals increasingly receptive to Betts — driving collaboration interest, organic buzz and a noticeable shift in brand perception.