A 30-year luxury brand with zero social presence and no plan to build one, until a pandemic made it the only way to reach customers. I came in with no playbook, no studio, no team and built their entire digital presence from scratch.

Challenge

Garrett Leather's business was built on one interaction model: get the product in front of the client, let them feel it, close the deal. When I joined in early 2020, the brand had no social presence at all. A month later, COVID eliminated their only sales channel. The core design problem was clear: how do you make a tactile, premium product feel desirable through a screen when you have no content, no system, and no studio?

Solution

With showrooms closed, I turned my living room into a product studio and became the entire social function. I built content calendars, defined post themes, wrote copy, planned and executed shoots, and published everything. I designed the visual language from zero, making every post communicate the quality you'd normally feel with your hands. Within a year, organic following grew 67%, driven entirely by design consistency and content quality, not paid spend.