NJ_DESIGN - Strand

Seasonal Campaign/
Brand Activation

Paid Ads & EDMs
Social Media
Print & Digital Design
OOH Design

Image Curation
Campaign Development
Layout & Composition
Editing
Typesetting
Prepress

Following a major rebrand from Strandbags to Strand in late 2022, the company launched a multi-year strategy to reposition itself for a younger, more style-conscious audience. The rebrand introduced new trend-led sub-brands like Nere, modernised store experiences, and a focus on curated, design-forward campaigns across digital and physical touchpoints.

I joined the internal creative team to support this transformation, helping implement the new identity and build out seasonal campaign rollouts across 300+ stores throughout Australia and New Zealand, supporting a company-wide push toward a more modern, youth-focused identity.

My main focus was The Here. The Now. — a new season brand campaign that extended across seasonal activations including Back to Work/Back to School, and Mother’s Day, and their End of Season campaign. For the latter, I developed visual identity under the overarching concept Take Me Away; a playful nod to holiday travel that carried across stores and digital during the peak retail season thought the year. I contributed to early-stage concept development and then led the adaptation of assets across digital and print, from editorial-style EDMs and paid social to in-store signage, large-scale OOH, web, and digital campaigns.

The work aimed to shift perception and appeal to a younger, style-conscious demographic through elevated storytelling and design. Alongside the core campaigns, I also supported the rollout of Strand’s sub-brands, including Nere’s launch into the UK market.

The work helped Strand express its new visual identity at scale, bridging seasonal storytelling with strategic brand consistency. The rebrand successfully repositioned Strand with a clean, modern look, digitally integrated stores, and a strong focus on connecting with a younger audience.