Case Study

After six years in business and a shift to made-to-order, Sotela, an ethical fashion design house, decided it was time to rebrand. To launch alongside their new logo and rebrand, they brought me onboard to refine their messaging strategy.

We started by exploring who their customer base was—including how it shifted when they extended their sizing and moved to made-to-order. We also discussed their process from order to shipment, how each garment was made, and their brand ethos that clothes should work for all bodies, not the other way around. It was important to Hanna, the founder, to intentionally weave more of her Latina heritage into the brand, and to move towards a more bold and unapologetic brand presence based on their heritage.

Ultimately we ended up with website copy that reflected all three: the ethos of accessibility and customizability so that clothes worked for their customers, a more thorough and understandable explanation of how the garments are made (and why there’s a lead time), and integration of their Latina bold roots into the brand story.