ALIGNE
Sample Sale
Digital Marketing
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Social Content Creation
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In-Store Collateral
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Visual Identity
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Digital Marketing 〰️ Social Content Creation 〰️ Print 〰️ In-Store Collateral 〰️ Visual Identity 〰️
The Brief.
Responsible fashion brand ALIGNE was in a period of transition ahead of its SS26 launch. Brought in as Acting Design Lead, for cover during a critical time period, the role supported a wide range of creative during this pivotal reset.
Among a host of deliverables required for new season, it earmarked a sample sale to clear previous stock and samples. This was a significant event in the marketing calendar – not only planned to be the largest and longest yet for the brand online, but brought ALIGNE into its first UK-based bricks and mortar store with a two-day pop-up in London.
Responsible for full creative rollout, in-store and online, I led design working closely with the marketing and operations team to help deliver the exciting event. Amplifying and strengthening brand identity whilst meeting the end objectives of clearance, footfall and acquisition, and ultimately revenue for the business.
Creative & Content.
Creative direction centred around a newspaper concept, developed in response to the Creative Director’s vision and carried through as a defining element of the campaign identity. Early teaser content was deliberately elusive, to build intrigue and guide momentum through the funnel, while carefully balancing the dual nature of the event across in-store and online audiences.
Collaborating with the Social Coordinator, content was shot on location across East London, grounding the campaign in the brand’s roots. A suite of paid and organic assets was then produced across Instagram and TikTok, anchored by the tongue-in-cheek newspaper doorstep video, with imagery extending into wider campaign touchpoints across email and web.
Social & Strategy.
Beyond design execution, the role extended into shaping the full funnel strategy in close collaboration with the Head of Marketing. Creative was built to drive acquisition through a tiered sign-up journey, incentivised by early access, while carefully balancing the need to maximise footfall across the two-day London event. The sign-up experience withheld the location until launch, encouraging conversion through email, where subscribers received full event details alongside their early access pass.
Messaging was handled sensitively throughout, aligning with the brand’s sustainable ethics by framing the sale around “keeping styles in circulation” rather than mass consumption. Traffic was driven through a mix of paid and organic social, alongside homepage placement, with all touchpoints adapting once the sale went live – revealing the location, leveraging reactive motion-led email to drive urgency, and continuing to build a new CRM segment for future events.
Invitation poster design shared with industry insiders, press and partners, later repurposed as the lead creative for London-targeted paid social once the event went live.
Store Design.
Swipe the slider to reveal the CAD mock-up versus the final end-product exterior
Store design translated the campaign identity into a physical space, from initial mock-ups through to the realised Soho store. Window vinyl lettering was designed and executed meticulously to achieve desired impact at street level.
In-store, signage spanned wayfinding, price lists and point-of-sale, balancing polished brand collateral with the raw, temporary nature of the space. Budget-conscious decisions – such as using silver tape as a styling device – added an intentional, offbeat edge. The experience reached end-of-funnel with a post-purchase A5 bag insert offering discount off the new season collection to encourage repeat purchase online.
Digital Campaign.
The visual language from the physical event evolved into a cohesive identity for the four-day online sample sale, unifying the journey across paid social, homepage, PLP and email.
Utilising Shopify CMS, the campaign spanned site-wide to support high-intent conversion. Motion on the hero creative added immediacy and engagement, elevating a refined, slightly edgier aesthetic designed to reinforce ALIGNE’s “women who are going places” positioning while remaining firmly rooted in a sale context. The campaign also nodded to the in-person event without alienating customers outside London, ensuring inclusivity across US and ROW markets.
A suite of paid social content was developed in parallel, with a mix of creative to test campaign, category and product focuses, whilst keeping a consistent cross-channel connective tissue.
A CRM programme supported the four-day online sale, with an email sent each day to sustain momentum. Days 1 and 2 included a targeted push for UK subscribers to attend the London store event, connecting physical and digital experiences. Day 4 strategically became a subscriber-exclusive, removed from wider on-site comms to reinforce community. Animated hero assets were used across all sends to increase engagement and click-through rates.
The Result.
The campaign launched with strong momentum, drawing a queue for early access on the first morning and generating significant demand across both channels. By 5pm on the first day, the sale had reached £16K in-store and £105K online – a clear reflection of the appetite built through the campaign.
The event was met with positive sentiment throughout, gaining coverage across credible titles including SheerLuxe and The Standard, successfully establishing ALIGNE’s first store-led sample sale as both a commercial and brand moment.
Krystina is an absolute pleasure to work with, a Lead Graphic Designer who really thinks beyond just the design itself. She naturally operates at a senior, strategic level, always keeping the customer, their journey, and the end use front of mind, which makes a huge difference to the final output.
She supported us at ALIGNE for three months and jumped straight in, leading on designs across a range of projects, including both IRL and digital sample sales, all while working to some pretty tight print deadlines. Nothing ever felt like too much, and she handled everything with calm, focus, and real attention to detail.
What I really appreciated was her ability to adapt her work depending on the brief or audience, while still delivering that elevated, minimalist feel that sat perfectly within our brand guidelines. She just gets it.
On top of that, Krystina brings such great energy, she’s positive, collaborative, and has a genuinely infectious personality that lifts the whole team.
I’d absolutely recommend Krystina to anyone looking for a talented, thoughtful designer who can deliver great work and be a brilliant person to have around.
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Fran Martin
Head of Marketing, ALIGNE