The Brand
Leisures is a Sydney-based shoe boutique dedicated to effortless style and all-day comfort. With a focus on craftsmanship and timeless design, the brand curates footwear that seamlessly blends fashion and function.
The Challenge
When I joined Leisures, the brand’s visual identity felt inconsistent across channels. Campaigns lacked cohesion, and there were no established design systems to guide marketing, digital, and PR assets. The goal was to modernize the aesthetic, create consistency, and elevate the customer experience across every touchpoint.
Design & Marketing Lead
Marketing | Design | Art Direction
Sydney, 2022 - 2023
Fashion Meets Comfort
Seasonal campaign creative (Autumn–Winter, Spring–Summer)
Developed integrated campaign concepts that refreshed the brand’s visual language, driving engagement across digital and retail channels. Each launch balanced trend driven storytelling with commercial focus, resulting in higher online traction and improved product sell through.
Catalogue design and production
Oversaw end-to-end catalogue design, from concept and layout to print coordination, ensuring every page reflected a cohesive brand aesthetic and clear product hierarchy. These catalogues became key conversion tools across online and in-store touchpoints.
Email marketing flows and customer journeys
Built and automated retention focused email strategies, including welcome sequences, abandoned cart reminders, and seasonal promotions. These initiatives strengthened customer loyalty, improved conversion rates, and contributed to consistent month over month growth in returning customers.
Photography direction and styling
Led creative direction for campaign and product photography, aligning visuals with the updated brand tone. Collaborated closely with the photographer and stylist to produce aspirational yet approachable imagery that elevated the brand’s perception.
Digital marketing and PR/product placement
Produced cohesive assets for digital advertising, influencer outreach, and PR placements. This visual consistency helped expand the brand’s digital presence, with Instagram followers growing from 1.9k to over 10k within a year of launching the new creative direction.
Establishing brand guidelines and design systems
Created a unified visual framework and set of design standards to ensure consistency across all channels. The system streamlined future marketing production, strengthened brand recognition, and enabled a more cohesive customer experience.
The Outcome
The new creative direction modernized Leisures’ brand identity, transforming it into a polished and contemporary label that resonated with its audience. Consistent visual systems and campaign design elevated brand recognition and streamlined production across channels. These improvements not only reduced turnaround time but also positioned Leisures as a more competitive and style-forward player in the Australian footwear market.
Photography by Jolie Price