HAILEY GRICE
1.3M Instagram | 193K TikTok
BRAND VISION & DEMOGRAPHIC SHIFT
Challenge: With a 98% male audience but no clear direction for growth, Hailey came to me for branding to achieve revenue growth. She was struggling to find her authentic voice and connect with her desired demographic and didn't realize the potential of positioning herself in the fashion space. She needed someone to create a pivot and lead creative visions across all digital platforms to cultivate an engaged female community to achieve revenue growth.
CREATIVE VISION & STRATEGY
Understanding the importance of sustainable brand growth, I needed to identify what Hailey naturally enjoys, the style she gravitates toward, and the content she finds aspirational. With Hailey’s natural love for premium fashion labels and an affinity for consuming fashion content, I identified an untapped opportunity to reposition Hailey as a fashion creator.
For authentic growth, her brand had to feel natural—something she could create confidently and take pride in. I wanted her to become self-sufficient within her niche, speaking with authority as a leader in the space. That's what attracts audiences and builds strong communities. Since fashion and beauty naturally appeal to female audiences, aligning these elements was crucial to my initial strategy.
As a key differentiating factor, I've integrated international luxury travel as a core strategic element. This positioning elevates her into a more aspirational niche, enhancing her overall aesthetic appeal while establishing her authority as a travel fashion influencer. This dual approach creates a distinctive brand position that combines elevated lifestyle content with her existing fashion expertise.
ART DIRECTION
The following mood board presents the creators who served as references in developing Hailey’s distinctive aesthetic framework.
This informed my decision for art direction to emphasize elevated seasonal trends and feminine fashion aesthetics. The palette features natural, bright and warm tones, while maintaining a cohesive and polished visual identity.
CONTENT DIRECTION
Aspirational
Styling
Relatable
Makeup
BRAND VOICE
The trusted friend who has insider access - sharing genuine recommendations, wellness insights, and personal discoveries while maintaining an air of curated mystique. The brand voice should balance intimate conversation with selective vulnerability, creating a connection without over-exposure, to elevate.
WORKFLOW
Example workflow from content trip to Provence, France
1
Identify Goal
While executing several paid partnerships, a portion of the trip will be dedicated to creating highly engaging reels with aesthetic appeal and viral potential. All content will align with Hailey's niche, serving as aspirational and pre-season content strategically positioned to achieve peak performance as the trend reaches full momentum. The objective is to drive optimized engagement by capturing a female demographic through content that appeals to female fashion interests within her community, establishing her as a recognized expert in the space and an elevated brand representative.
2
Conceptualization & Visual Story Telling
Leveraging Hailey's established authority in dresses, I identified cottage core as the ideal thematic direction for brand evolution. This strategy capitalizes on the growing "soft girl" and "soft lifestyle" trends within her target demographic, movements that organically align with her existing brand identity. As cottage core and classic feminine aesthetics gain momentum, this positioning enables strategic audience and revenue growth within an expanding market segment.
3
Art Direction
Mood Board
While maintaining core aesthetics, this project’s art direction appeals to the same audience and brands within the content niche. The seasonal travel story to Provence will focus on organic/natural backdrops and activities (market runs, flower picking, picnic, etc) to showcase new collection drops, forecasted to reach peak popularity later in the spring/early summer.
Seasonal Color Story & Prints
Styling
Feminine form-fitting silhouettes, a-line, drop-waist dresses, corset, milkmaid style, accessories. Following seasonal pastel color story and floral/polkadot/gingham prints.
Shop links are then provided for purchase or gifting and showroom visits are requested.
Visual Direction
Execute soft, elegant poses with natural movements and candid moments to reinforce brand identity. Utilize centered framing with strategic angle variations to create dynamic yet aesthetically aligned feed composition.
4
Production Management
Logistics coordination:
Flight arrangements from LAX to Paris CDG
Ground transportation upon arrival from CDG airport to train station → train to Provence, France → Driver pickup to hotel
Accommodations (Hotels/Airbnb)
Local talent procurement (hair and makeup artists, BTS photography)
Detailed daily itineraries of content-driven activities (dining experiences in the French countryside, classes, market runs)
Executed within the designated budget parameter
5
Content Creation
Actual outcomes from content shoot (reels, carousel stills, stories):
6
Post-Production
Editing occurs through programs such as Photoshop, Lightroom, Final Cut, and platform native editors.
Feed planning managed through Later, Planoy, Hootsuite, Sprout Social, Preview, or UNUM
7
Asset Dispersal
Assets will be strategically scheduled for optimal engagement. Posting times based on account analytics and distributed to appropriate platforms. Trendier content will be prioritized for TikTok, while hybrid content will be directed to Instagram and Pinterest. All stills and motion content are re-purposed and can be adapted to match each platform's specifications. Content will be organized in accessible folders for streamlined editing workflows.
BEST PERFORMING CONTENT + INSIGHTS
House of CB Paid Post
This viral reel led to ~14M page views and 1.5M account reach within a 90-day period.
Signature Content
Rhode Paid Partnership
Danielle Guizio Paid Post
TIKTOK
BEST PERFORMING CONTENT + INSIGHTS
Top Performers Remain
BEST PERFORMING CONTENT + INSIGHTS
ONBOARDING JUNIOR TALENT
With a growing number of brand partnerships and the demands of peak season, managing multiple projects, Tiffany decided to expand her team by onboarding junior talent. Given the high-profile nature of her clients, the process began with identifying a trusted individual. Once a promising candidate was selected, a flight was arranged to provide hands-on training in mood board creation, product sourcing, content shooting, and editing. Although this team member operates on a project basis, they continue to receive ongoing training aligned with the brand’s visual language—learning to spot trends, refine aesthetics, and stay current with platform-native content strategies under Tiffany’s mentorship. Meanwhile, Tiffany continues to lead creative direction and negotiate brand partnerships.
RESULTS DELIVERED
10M+ Organic Views IG
2M Views TikTok
250% revenue growth driven by multiple viral content campaigns that amplified brand visibility with the target female demographic
700% increase in female engagement
142% YoY increase in female audience
100K follower growth
157K monthly views on Pinterest, with 80% female demographic
Strategic platform expansion to TikTok and Pinterest, supporting broader business goals by creating new touchpoints for sustained female audience growth
Elevated brand positioning shifted from mass-market to premium through creative direction and brand storytelling
Onboarded and mentored junior talent to create content, edit, and assist international productions
ONGOING IMPACT
The rebrand continues to drive sustained growth in female engagement and has positioned Hailey as a recognized voice in the fashion creator space, with growing influence across key social platforms.
Having traveled to over 15 international locations to creatively direct, produce, and create content, I recognized the need to expand the team during high season. To support multiple projects and clients simultaneously, I began onboarding junior talent while continuing to lead creative direction and handle negotiations remotely.