Insights & Strategy
Little Elinor makes children's clothing. I started it as a subsidiary to the NICO brand - designed to serve the same customer base - many of whom, our research told me, were mothers. I already knew this customer well - an appreciation for simplicity and natural materials, and a deep connection to living with purpose. I borrowed from the NICO content strategy - prioritising authenticity and a connection to real people. I made it Little Elinor by dialling up the emotion and the feelings of nostalgia and sentimentality that would resonate with parents of small children.
Development & Production
I developed an aesthetic that tapped into the nostalgia and shot the majority of our brand building content on old point-and-shoot film cameras. The imagery resembled the childhood photographs of our target audience - candid and a bit messy - lending a strong sense of authenticity.
