Carmichael & Co. Bicycle Accessories

Carmichael & Co

Project: Carmichael & Co. Bicycle Bags
Date: 2012-2015

Scope of Project: Design, Creative Direction, Product Development, Ad Creatives, Social Media Strategy, Crowdfunding Campaign Management, PR

The Goal: To produce a product that was market-ready, launch on Kickstarter to fund the project, and build brand recognition.

Summary: The Carmichael bike bags collection was designed and prototyped in 2012. The collection was launched in three separate phases from 2012 to 2015. As a result of utilizing the Kickstarter platform and fine-tuning the product design and development, we created an on-trend product with creative assets to support it. The 3 projects were a Kickstarter success and were able to secure press from Fast Company and write-ups from blogs within the bike and sports industry such as Velojoy. All three projects were successfully funded on Kickstarter and raised over $22,600 for production, with the third project being a featured Staff Pick on Kickstarter.

Travel Website, Earth Goddess Rising

Women’s travel retreats

Project: Earth Goddess Rising launch, website development, marketing, PR, social media mgmt.

The Goal: Bring Earth Goddess Rising (EGR) events into the forefront of women’s spiritual solo and group travel, create brand awareness, assist in creating and promoting the experiential wellness retreats that EGR provides, grow following across social platforms, convert followers to signups and travel bookings.

Scope of Project, Services Provided: Website design and development, logo design, global branding across all social media platforms, print and ad design, PR Outreach, Facebook advertising campaigns, event & ticketing creation through Eventbrite, Newsletter campaigns through MailChimp, Instagram promotion and social media management (Instagram, Twitter, Pinterest), negotiations on collabs with Fabletics, outreach for sponsors and vendors.

Summary: Secured editorial in Shape Magazine (#4 top women’s wellness retreat), Editorial in Yoganonymous (Weekend Picks), Grew EGR Facebook following and engagement by 1,000%, successfully launched a women’s international travel company with a strong following and sold out events.

Berry Jane™


Berry Jane USA

Project: Berry Jane originally launched in 2009 as a leggings brand for girls and relaunched in 2014 as a fun Yoga and Athleisure collection for Girls thru Tween.

Date(s): 2009-2010, 2014-2016

Scope of Project: Market analysis, fashion-forward re-brand with a fresh new logo, created entire collection, print design, production, ad creatives for Facebook, Instagram promotions, giveaways, global branding across all social platforms, ecommerce website using Shopify

The Goal: Attract a new audience in the yoga and activewear market, build brand awareness and increase growth for B2B sales

Strategy Summary: The strategies employed in the initial 2009 – 2010 launch included global branding and presence across social platforms Twitter, Pinterest and Facebook. A traditional B2B sales structure approach was executed and the line was placed with sales showrooms throughout the USA. PR and blogger outreach was used to build brand awareness, while editorial and celebrity product placement enhanced the brands reach and value. An ecommerce site was enabled, increasing sales slightly on a B2C level, however, it was the B2B sales model that initially won the hearts of girls and store buyers all over the USA including Charming Charlie Stores.

The strategies employed in 2014-2016 resulted in social media growth with a 275% increase in social following on Facebook, Instagram and Twitter and a strong brand presence worldwide. The utilization of blogger outreach, SEO, social media ad creatives, giveaways, relevant styles and brand awareness through Facebook advertising led to B2B sales in UK exceeding $57,000 in the first 6 months. Berry Jane was well-received from the media, boutiques and major retail stores worldwide. The brand also secured Press, Editorial and celebrity product placement.

Berry Jane @Facebook
Berry Jane @Instagram