Campaign, Creative Strategy, Creative Direction, Brand Design
From 2024–2025, we partnered with Baggallini’s executive team to reposition the legacy accessories brand for a new generation. Despite strong growth, the opportunity was to evolve toward a Millennial customer without losing its loyal Boomer base—modernizing perception while preserving equity.
Strategy
Baggallini had strong sales and loyal customers, but the brand required elevation to resonate with a younger, more style-driven audience. We evolved the positioning to balance function and fashion—preserving its mission-driven foundation while refining tone of voice, visual identity, and overall brand expression to modernize perception and reposition the brand within a more contemporary, lifestyle-driven context without sacrificing trust.
Execution
We led creative strategy, messaging, copywriting, and art direction across all campaign imagery and motion—overseeing budgets and production from pre- through post-production. The refreshed expression rolled out across Fall ’25, Holiday ’25, and Spring ’26 360° campaigns, supported by comprehensive guidelines and close collaboration with leadership to ensure cohesion across paid media, digital, retail, email, social, and out-of-home.
Campaign, Creative Strategy, Creative Direction, Brand Design
From 2024–2025, we partnered with Baggallini’s executive team to reposition the legacy accessories brand for a new generation. Despite strong growth, the opportunity was to evolve toward a Millennial customer without losing its loyal Boomer base—modernizing perception while preserving equity.
Strategy
Baggallini had strong sales and loyal customers, but the brand required elevation to resonate with a younger, more style-driven audience. We evolved the positioning to balance function and fashion—preserving its mission-driven foundation while refining tone of voice, visual identity, and overall brand expression to modernize perception and reposition the brand within a more contemporary, lifestyle-driven context without sacrificing trust.
Execution
We led creative strategy, messaging, copywriting, and art direction across all campaign imagery and motion—overseeing budgets and production from pre- through post-production. The refreshed expression rolled out across Fall ’25, Holiday ’25, and Spring ’26 360° campaigns, supported by comprehensive guidelines and close collaboration with leadership to ensure cohesion across paid media, digital, retail, email, social, and out-of-home.
Campaign, Creative Strategy, Creative Direction, Brand Design
From 2024–2025, we partnered with Baggallini’s executive team to reposition the legacy accessories brand for a new generation. Despite strong growth, the opportunity was to evolve toward a Millennial customer without losing its loyal Boomer base—modernizing perception while preserving equity.
Strategy
Execution
Outcome
Outcome
Measurable growth across brand perception, audience expansion, and revenue following the brand refresh
+18.5% revenue increase
+41% new users to site
+35% growth in 35–44 demographic traffic
+29% growth in 25–34 demographic traffic
+29% Instagram follower growth
+58% increase in branded search clicks
Outcome
Measurable growth across brand perception, audience expansion, and revenue following the brand refresh
+18.5% revenue increase
+41% new users to site
+35% growth in 35–44 demographic traffic
+29% growth in 25–34 demographic traffic
+29% Instagram follower growth
+58% increase in branded search clicks
“Nicole absorbed the goals, target, and look and feel with ease. The result was creative that – for the first time – truly nailed the vision. The impact showed up quickly, with clear lifts in digital channel engagement.”
–Jessica Park, Fractional CMO, Baggallini
“Nicole absorbed the goals, target, and look and feel with ease. The result was creative that – for the first time – truly nailed the vision. The impact showed up quickly, with clear lifts in digital channel engagement.”
–Jessica Park, Fractional CMO, Baggallini
“Nicole absorbed the goals, target, and look and feel with ease. The result was creative that – for the first time – truly nailed the vision. The impact showed up quickly, with clear lifts in digital channel engagement.”
–Jessica Park, Fractional CMO, Baggallini
Credits
Photography: Matthew Sprout & Robert Copeck
Styling: Stefania Stefania
Production: Petty Cash Productions
Copywriting: Sara Sheehy
Credits
Photography: Matthew Sprout & Robert Copeck
Styling: Stefania Stefania
Production: Petty Cash Productions
Copywriting: Sara Sheehy
Credits
Photography: Matthew Sprout & Robert Copeck
Styling: Stefania Stefania
Production: Petty Cash Productions
Copywriting: Sara Sheehy
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional