Bailey 44: A Comprehensive Brand Reinvention
A full-funnel transformation for a legacy women’s label.
Contribution: Creative Direction. Photography.
The Challenge
Bailey 44 came to me as a brand with strong equity but fading relevance. Known for body-skimming jersey dresses and sleek silhouettes, it held a loyal customer base—but the market had changed.
Bailey 44 aesthetic had become too muted and too safe. The brand lacked the visual impact required to win in today’s hyper-competitive fashion landscape. The modern consumer—confident, expressive, stylistically fluent—gravitated toward brands that projected bold femininity, editorial sophistication, and a clear point of view.
Our mandate was clear: rebuild Bailey 44 from the inside out—elevating every touchpoint to create a modern, fashion-forward brand ready for high-growth DTC performance.
The Solution
Our market had shifted toward confidence, clarity, and bold femininity—a more modern definition of what it means to be a woman. The opportunity wasn’t just to update creative; it was to elevate the entire aesthetic and reposition Bailey 44 as a leader in sculptural, contemporary essentials.
So we delivered a full-funnel brand reinvention:
Brand Identity & Positioning
Defined a refreshed mission centered on modern, bold femininity
Introduced a clearer, more confident tone of voice
Rebuilt brand pillars around empowerment, editorial sophistication, and everyday luxury
Visual Identity Modernization
Established a more architectural, graphic design system
Introduced bolder typography, richer seasonal color palettes, and elevated editorial photography
Shifted styling toward crisp, sculptural looks that showcased strength and presence
DTC + Creative Overhaul
Redesigned the e-commerce and retail experience for clarity and conversion
Established studio-quality production workflows for scalable, cross-channel creative
Rebuilt paid social, email, and lifecycle assets using data and brand storytelling
Growth & Performance Engine
Implemented a disciplined testing structure for ads and landing experiences
Strengthened top- and mid-funnel creative for renewed customer acquisition
Lowered CAC while dramatically improving ROAS and new-to-brand volume
A Comprehensive, Seasonally-Evolving Brand Identity System
We created a modern, modular brand identity system built to stay timeless at its core while evolving each season through bold, curated color palettes and textures. Anchored in strong typography, high-contrast sculptural photography, and a clean architectural layout grid, the system gives Bailey 44 a consistent visual signature while allowing fresh, contemporary updates every collection. This approach keeps the brand instantly recognizable yet always modern—balancing creative flexibility with long-term cohesion.
Visual Identity
BEFORE
The visual identity felt soft, safe, and dated.
Photography leaned toward catalog rather than editorial
Lack of boldness and modern femininity
Inconsistent creative across platforms
Rising CAC, declining engagement
Slower site experience and outdated UX patterns
Limited storytelling around fabric, fit, and craftsmanship
AFTER
We replaced it with a clean, editorial design system rooted in bold modern femininity.
Sculptural, high-contrast photography with confident styling
More graphic color blocking & richer palettes
Cohesive, scalable creative across DTC, wholesale, and social
A revitalized brand that feels sharp, contemporary, and unmistakably Bailey 44
Digital Experience
We elevated Bailey 44 with stronger, more architectural typography, graphic color blocking, and richer seasonal palettes—creating a bold, cohesive visual language across DTC, brick and mortar locations, and social.
The e-commerce experience was rebuilt for performance, with optimized PDPs and a conversion-focused site/e-mail flow redesign that improved clarity and user flow.
Paired with a high-performing acquisition ecosystem that delivered 6× ROAS in six months and 13× by year one, the result is a revitalized brand that feels sharp, contemporary, and unmistakably Bailey 44.