Brand Leadership, Campaign, Art Direction
Victoria’s Secret & Co. identified a white space in the tween intimates market—an opportunity to build a lifestyle brand for the Gen Z/Gen Alpha customer with price, quality, fit, and emotional resonance missing from the market.
Strategy
VS & Co. needed to define and launch a new brand—one that could speak authentically to a younger consumer while balancing accessibility, quality, and cultural relevance within an enterprise organization. Working as a creative leader and strategic liaison, we partnered closely with VS & Co. leadership to shape the brand’s identity through strategy, art direction, and production operating structure—aligning executive vision with creative leadership to establish Happy Nation as a values-led, youth-driven lifestyle brand designed to grow with its audience.
Execution
We collaborated on campaign concept and execution, leading art direction across all content for the 360 launch. This included photo and video production for 450+ products spanning unisex apparel, intimates, sport, and beauty. In parallel, we built the creative infrastructure behind the brand—developing evergreen art direction, talent rosters, production partners, and cross-functional processes that aligned teams, increased production efficiency, and elevated content quality while reducing overall spend.
Brand Leadership, Campaign, Art Direction
Victoria’s Secret & Co. identified a white space in the tween intimates market—an opportunity to build a lifestyle brand for the Gen Z/Gen Alpha customer with price, quality, fit, and emotional resonance missing from the market.
Strategy
VS & Co. needed to define and launch a new brand—one that could speak authentically to a younger consumer while balancing accessibility, quality, and cultural relevance within an enterprise organization. Working as a creative leader and strategic liaison, we partnered closely with VS & Co. leadership to shape the brand’s identity through strategy, art direction, and production operating structure—aligning executive vision with creative leadership to establish Happy Nation as a values-led, youth-driven lifestyle brand designed to grow with its audience.
Execution
We collaborated on campaign concept and execution, leading art direction across all content for the 360 launch. This included photo and video production for 450+ products spanning unisex apparel, intimates, sport, and beauty. In parallel, we built the creative infrastructure behind the brand—developing evergreen art direction, talent rosters, production partners, and cross-functional processes that aligned teams, increased production efficiency, and elevated content quality while reducing overall spend.
Brand Leadership, Campaign, Art Direction
Victoria’s Secret & Co. identified a white space in the tween intimates market—an opportunity to build a lifestyle brand for the Gen Z/Gen Alpha customer with price, quality, fit, and emotional resonance missing from the market.
Strategy
Execution
Outcome
Outcome
Measurable impact across channels and with press coverage in WWD
+$220K Q1 revenue
+2.6M Roblox visits
–20% production budget
+10% increase in content output
Outcome
Measurable impact across channels and with press coverage in WWD
+$220K Q1 revenue
+2.6M Roblox visits
–20% production budget
+10% increase in content output
Credits
Brand Identity, Campaign, Digital: King & Partners Photography/Director: India Sleem
Styling: Becky Akinyode
Press
Credits
Brand Identity, Campaign, Digital: King & Partners Photography/Director: India Sleem
Styling: Becky Akinyode
Press
Credits
Brand Identity, Campaign, Digital: King & Partners Photography/Director: India Sleem
Styling: Becky Akinyode
Press
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional