Strategic Brand Building
From Cashmere Mill to vertically integrated Scottish Heritage Stealth Premium Brand
Project: Creative Leadership, Brand Strategy & Consulting, Brand Design, Art Direction [incl. Photoshootings], Branded Consumer Experience & Packaging, Branded Spaces & Retail Concept.
Hawick · Scotland
The challenges were multifaceted. Before we could roll anything out, we took a deep dive into the company’s heritage. While I was learning everything about cashmere — from high-street positioning to true artisanal craftsmanship — I also had to define a strategy for how we would manage the budget and create the biggest possible impact.
We ultimately committed to a long-term strategy and a five-year plan: to build, shape and establish the brand; shift perception from clothing to objects of desire; elevate pricing; celebrate heritage; introduce cross- and upselling opportunities; cultivate a loyal customer base; and finally, invent and implement a customisation offer that set the brand apart.
Quick Fix
When I joined, I had to quickly fix the campaign that had been booked before my arrival.
So I commissioned Lozza — a renowned photographer — to create an iconic, minimalistic key visual we could use across seasonal, strategic and tactical campaigns. The idea: build demand while intentionally limiting availability on the featured pieces.
And yes — it worked. Exceptionally well.
Strategic Shifts
Then I started to clean up and reshape the brand at its core. Not just the brandmark – every single touchpoint needed a forensic review and a clear focus on what truly mattered [Brand Audit].
We brought back the Scottish heritage and the “Made in Scotland” guarantee to clearly distinguish the garments and collections from the competition in the East.
That shift changed everything: it justified premium pricing, elevated perception from «nice knitwear» to «coveted craftsmanship,» and ultimately increased trust, loyalty and sell-through across the collection.
Ramp Up
Realizing that owned retail offered higher margins, more flexibility, and less operational risk — especially during production peaks and dips — we took a closer, strategic look.
Suddenly I was on planes more than at my desk: Bratislava, Vienna, Zurich, Miami, Los Angeles, Geneva, London, Edinburgh, Tokyo — evaluating potential retail locations, analysing footfall and neighbourhood dynamics, and shaping early concepts for brand-defining retail elements and signature shelf centrepieces.
It was the beginning of a retail expansion strategy that paired commercial logic with a distinct, ownable brand aesthetic.
Naturally, this also meant rethinking packaging and elevating the full service experience — from how products were presented, wrapped, protected and delivered, to how every transactional touchpoint could quietly reinforce the brand’s values and sense of craft.
Future Proof
Of course — before handing over the successful completion, I documented every step of our five-year journey in a detailed brand guideline and took on the role of brand guardian to govern all future implementations.