IVWT – Online Launch Campaign
Creative Lead & Art Director
Led creative direction and content production for Toronto-based vintage retailer IVWT during its transition from brick-and-mortar retail to e-commerce. The initiative coincided with editorial coverage from Complex News, positioning the brand at a pivotal growth moment.
Objective
Develop a rollout campaign supporting IVWT’s online store launch
Translate the brand’s minimal, no-frills ethos into digital-first storytelling
Strengthen brand perception while driving traffic to the newly launched webstore
Role
Creative Lead & Art Director
Directed a small media team to produce long-form and short-form content for web and social
Developed narrative framework spotlighting founders and small-business perspective
Designed branded overlays and motion graphics for reopening and digital transition
Led landing page redesign and UX optimization to align with brand identity and improve conversion clarity
Coordinated asset delivery across editorial and owned channels
Strategic Approach
Story-Led Commerce
Built the rollout around founder-driven storytelling to humanize the brand and differentiate within the saturated resale market.
Brand Consistency
Worked within IVWT’s existing identity system to maintain authenticity — avoiding overproduction and aligning visuals with the brand’s stripped-back ethos.
Digital Infrastructure
Optimized the landing experience to ensure continuity between campaign storytelling and purchase behavior, bridging awareness and conversion.
Execution
Produced full-length feature content for web distribution
Developed modular social cutdowns to support launch cadence
Integrated branded graphic overlays for campaign cohesion
Structured content rollout to align with editorial feature timing
Outcomes
Editorial credit and feature support from Complex
Successful launch of IVWT’s online storefront
Established a scalable content framework for future drops and seasonal updates
