Embellish has been a client for well over a decade. Terri Holley, president and owner, opened her boutique retail women’s shoe store in 2005 because she found it increasingly difficult to find the right shoes to pair with beautiful apparel. This was her opportunity to offer fashion enthusiasts access to shoes from the top designers, like Stuart Weitzman, Donald J Pliner, Tory Burch and others. A short time later came handbags and other accessories.
Maycreate began working with Terri in 2006. Brian May, president and senior creative director, had spoken with her about creating a unique brand presence in the Chattanooga market. She agreed and Brian went to work. He developed a stylish and distinctive logo, as well as stationary, and business cards, which defined this sophisticated brand. He also designed and produced all the initial print ads. The look was refined and chic. The typeface he chose to represent the brand set it apart, establishing a unique brand identity that would be reflected in all of the future work. Brian also designed and launched her first Website, which contained tasteful individual photographs of her exquisite line of famous designer footwear.
By 2009 the business had grown, and Terri needed a larger space and the chance to expand her product offerings. She moved the store to Chattanooga’s Warehouse Row, a community retail concept and shopping destination. A year earlier, Monty Wyne, a copywriter and creative director, had joined Maycreate following a successful career with J. Walter Thompson, working on many of the world’s greatest brands. With Monty on board, Brian and he stepped up creative for Embellish taking it to a new level, adding clever and unexpected headlines to the print, building an even stronger brand presence, while Terri added more high-end accessories and well-known designers. Embellish was becoming Chattanooga’s premier boutique to shop for smart and fashionable women’s shoes. But there was still something missing.
By 2015, with business continuing to grow, Terri acquired Chattanooga’s Willa Collection, a well-known and respected contemporary clothing boutique that met the tastes of fashion forward women. Maycreate had also grown, with a staff of art directors, developers and copywriters. Under Brian’s direction, we designed, developed and launched new Websites for Embellish and Willa that included online stores where visitors could view and purchase the latest fashions. Social media campaigns were created and appeared on Facebook and Instagram. Sarah Unger, Maycreate’s photographer, shot all the photography for the print and Websites. She also handled the social media. Grant Little, senior art director and Website designer, designed the new Sites and Monty took care of all the content. But, there was one noticeable change.
The print work no longer featured just fashionable shoes. Now clients could find an entire outfit with shoes to match. Big City fashion mainstays like Tory Burch and Rag & Bone, to the hottest runway trends were now available. Sarah created new layouts and shot new photography with models wearing the latest fashions. Monty worked on attention-getting headlines and copy that took the creative to new heights. And once again the business grew. Then Terri came to Maycreate with an idea. What if her clients could find the perfect ensemble under one roof? The perfect shoes, the perfect outfit, the perfect place, it was a dream come true.
On October 31, 2017, Embellish and Willa became one, as Willa’s unique apparel collection moved from the North Shore to join Embellish in Warehouse Row and rebrand under the Embellish name. Maycreate handled all the creative and marketing rebranding work for the successful merger.
The Website took on a new look thanks to Sarah Unger. Large, colorful photographs featuring shoes, apparel, and complete outfits, appear in a color filled gallery. Visitors can click on a photo to view it separately. Then, with a simple click they can move from one photograph to another. The home page contains a timeline and the success story of this enduring and incredibly stylish brand. And thanks to the watchful eye of Maycreate’s accounts manager, Eliza Everett, deadlines, social media activity, photography, and scheduling moved along smoothly, as well as on time and on budget.
And our story? To be continued...
Posted on Sat, January 27, 2018
by Monty Wyne