As a fast-fashion brand with a cult-like following of fans across the globe, Nasty Gal was first of its kind of in an era of likeminded e-commerce retailers. In 2011, I was asked to join as the brand's first Creative Director, with the goal of defining the brand positioning and elevating the identity.
After hiring and developing an in-house art department and photo studio, I led the team in conducting organic market research and customer outreach, which we then compiled into guiding documents to shape the new identity. The new Nasty Gal look and feel paid homage to the irreverent attitude of the brand's eBay origins, while moving towards the future with a clean aesthetic that popped with the same energy and enthusiasm as its most ardent fans.
Much like the name Nasty Gal, the imagery and brand voice was designed to generate an immediate, cheerfully visceral response. This ethos was at the core of the studio photography, social media, casting, styling, packaging, marketing, copywriting and PR approach, all developed within the creative department in the early startup phase. Each step of the creative decision-making process held to this branding strategy. The consistent, immediately recognizable brand image spread rapidly, with the social media fan base jumping from 50,000 to over 500,000 within months.
Nasty Gal relaunched in April 2012. Subsequently, it became the fastest-growing retailer in the United States, according to the 2012 Inc. Magazine 5000 list. By year's end, Nasty Gal's sales had quadrupled and $40 million in venture funding was secured as part of the fast-fashion e-commerce boom.