Edikted Rebrand.

The Challenge.

Edikted had established itself as a fast-fashion brand with a strong presence among younger consumers. However, its visual identity and marketing approach created an opportunity to better connect with an older Gen Z and young millennial audience.

This project focused on developing a strategic rebrand that could strengthen the brand's identity, improve audience connection, and create a more cohesive customer journey across digital channels.

My Work.

I developed a comprehensive rebrand campaign incorporating consumer research, brand strategy, campaign development, and digital marketing recommendations.

Project Highlights.

Throughout the process of creating, pitching, delivering, and finalizing my Campaign Communications Plan, working specifically with Edikted significantly shaped my learning experience and professional growth. This project allowed me to move beyond general marketing concepts and apply them to a real brand with a distinct identity, audience, and competitive landscape. Every course I took before this Capstone, I moved through smoothly- but this is the first time that I have applied every concept and everything I've worked for towards a real-world opportunity. One of the most valuable things I learned was how important it is to fully understand a brand’s identity and positioning before developing any messaging or strategy. For example, Edikted’s identity as a fast-growing, trend-driven fashion brand targeting Gen Z required me to think carefully about tone, authenticity, and cultural relevance in a way that felt much more realistic than previous assignments. Another key item is learning about how brands can overlook who they are trying to target and will rely on other unsustainable aspects. Through this process, I learned how to translate audience insights into actionable campaign strategies. Edikted’s audience is highly influenced by social media trends, peer validation, and digital culture, which meant that traditional marketing approaches would not be as effective. I had to focus on creating a campaign that felt native to platforms like TikTok and Instagram, while still maintaining a clear value proposition and a clear audience. This pushed me to think more creatively about influencer partnerships, user-generated content, and how to build a sense of community around the brand that leans more towards an older audience. I also gained a deeper understanding of how important it is to align every tactic, whether it was content creation, partnerships, or paid media, with the overall campaign objective.