Megan Turpie
The Client
lovall
Originally known as Love Leggings, LOVALL underwent a major brand transformation to signal its evolution into broader apparel. As part of this rebrand, the company launched its first-ever denim line, marking its entry into a highly competitive new clothing category. The brand needed a high-impact launch campaign to position LOVALL as a leader in comfortable, inclusive denim engineered with premium stretch for all body types and sizes.
Strategic Art Direction: Defining "Denim Redefined"
To transition the brand from Love Leggings into a true denim contender as LOVALL, the brand established an elevated, fashion-forward visual direction. The marketing team paired dynamic pose direction with clean, confident typography to highlight the signature stretch, movement, and fit of the collection across a diverse range of models, proving that premium style and comfort coexist seamlessly.
Omnichannel Execution
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Collaborating with the marketing team to turn their strategy into creative output, I managed the design team as Senior Designer to ensure the seamless delivery of all required campaign assets across every digital touchpoint. As a team, we produced a cohesive launch rollout, spanning storytelling-driven EDM sequences, responsive website banners, and dynamic Meta ad suites built to drive performance and anchor LOVALL’s position in the denim market.
Inclusive Storytelling & Category Expansion
Moving into an entirely new clothing category required a campaign that felt both authoritative and deeply inclusive. The focus centred on celebrating all body shapes, including plus-size models, by directing authentic, empowered imagery that brought the "stretchy and comfortable" product promise to life without sacrificing an editorial edge.
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Touchpoints
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