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Anastasia Onufras, a brand strategist and creative director, helps businesses achieve clarity in strategy and transforms creative vision into actions.

PrettyFit: Brand strategy that brought 200% sales growth

B A C K G R O U N DPrettyFit recently got their positioning and values developed to reach their audience. The problem was it was hard for them to translate brand positioning and values into steps and demonstrate them in creative and interesting way to their audience.T A S KCreate campaign and content about brand unique attributes and values that will be stylish and attractive for customers. As Prettyfit is fashion brand, it should be creative and fashion forward. The content was supposed to be used for online presence and in offline stores to drive attention and build brand awareness.A U D I E N C EAs brand main audience is office women brand needed to highlight the brand value for them, which is comfortable and stylish shoes that save you in every occasion and are versatile for everyday use.I N S I G H TWhen translating brand values and positioning to the creative campaign, I uncovered two key findings:
- however, today's market is full of shoe brand options, women still struggle to find comfortable heels for office work
- customers are ready to pay extra for additional value except the style. We just need to communicate about it.S T R A T E G YI developed 5 key videos for each brand value: Comfort, Empowerment, Trust, and Happiness, with the idea to connect with the core audience and what the brand stands for. Additionally, with a team, we executed a video that emphasises the positioning of the brand and how PrettyFit is that pair you can rely on in every occasion, like a business meeting or a vacation to Italy. The campaign was styled for long-lasting usage by the brand in the future.R E S U L T SAfter the campaign, the awareness of brand positioning among the PrettyFit audience rose. People start to associate the brand with comfort, which helps the brand get much more value in the eyes of the potential buyers.

PrettyFIT: Expanding brand awareness via Singaporean celebrity collaboration

B A C K G R O U N DPrettyFit, a fashion shoe wear brand, was struggling with their brand presence growth. To improve the situation brand decided to collaborate with Singapore actress Joanne Peh for PrettyFit 30th birthday.T A S KDevelop a creative campaign featuring Joanne Peh and her daughter who designed three shoe styles for PrettyFit 30th birthday. Create strong communication, messaging, and visual concept for shooting with a star.A U D I E N C EWith the collaboration, we intended to bring the brand to the masses since it had been perceived as niche, and a large portion of the potential audience simply wasn’t aware of its existenceI N S I G H TAnalyzing the brand presence of PrettyFit, I discovered that:
• Because PrettyFit was not visible to a big group of potential customers, a lot of people didn't notice the brand value.
• There is a huge potential market for twining mother-daughter lines.S T R A T E G Y"Little steps, big dreams". We developed a campaign centered around the concept of "child dream", which everyone should remember and nurture. Joanne's daughter dream was to be a shoe designer, so we built a collaboration around her designs and made her dream come true. The collection included both adult and child sizes. Here’s how we brought it to life:
• Highlighted the importance of dreaming when we are a child and as an adult as well.
• Created the campaign concept, which was built around a conversation between a mother and a daughter, which felt genuine and cute.
• Developed visual concept around dreamy vibe. Using set design, moodboard, final looks, and image to portray the dreamy aesthetic.R E S U L T SThe campaign drove an increase in sales during the collaboration launch, with the majority of growth coming from new customers who never shopped at PrettyFit.••

Taktik: Uncovering strategic gaps through a brand audit for an IPTV & Signage company

B A C K G R O U N DTaktik, a major player in IPTV and Signage, was facing the problem with brand consistency. Visual aspect was the main problem for building strong and clear brand image as they believed. However, it was only the tip of the iceberg, there was a more complex problem in the core of the company that needed to be uncovered and resolved.T A S KAfter I visited Taktik office in Brussels, led an audit with the company owner, participated in sales deal processes with clients, and led questionaries with team members, it became clear that the company is struggling with strategic clarity and brand presence. That laid in the root of Taktik secondary problems like visual consistency, lack of marketing actions, and social media channels.A U D I E N C ETaktik targets two groups: B2B enterprise companies with scalable and customisable services and B2B2C businesses with software licensing.I N S I G H TThe interviews with Taktik customers and management revealed that the brand is perceived as an engineer company, which is hard to understand and implement for a regular user. However, the company is considered to be of high-quality service, but the communication and complexity of the solution simply scared customers off.S T R A T E G YLike many tech companies, Taktik struggled with a lack of brand strategy and clarity in their messaging and communication. That influenced all the touchpoints Taktik has with the client. After an in-depth audit of the brand, we developed a plan for building brand strategy and communication for Taktik, not only a visual consistency plan.R E S U L T SThe company saw a deeper problem and gap in the strategy and business direction of the company.
Clear road map of strategy actions to define brand strategy and create online presence to build strong brand in IPTV/Signage sector.

PrettyFit: Customer workshop to define bussiness strategy

B A C K G R O U N DPrettyFit is a brand that has been on the market for 30 years and is known among a specific customer group. However, over time, PrettyFit faced the need to determine a new business strategy path. The challenge was that the company struggled to prioritize and clearly define the customer groups that purchase from PrettyFit. Additionally, they found it difficult to identify new potential customer groups and effective ways to reach them.T A S KTo facilitate a customer workshop for a merchandise team of 8 people who interact with customers daily and possess valuable insights into their needs and brand awareness. Develop customer avatars and establish core customer groups to target with the new business model. Additionally, analyze and enhance our product and strategy based on the customer stories shared by the merchandise team.A U D I E N C EWe targeted two main groups: corporate office women with established career path and first-jobbers, young women starting their careers.I N S I G H TDuring the workshop, we uncovered several unexpected truths:
1. Before the workshop, management believed the main obstacle to expanding sales was the price. However, we discovered that most customers find PrettyFit’s price range very reasonable and are willing to pay for quality. The true obstacle to purchasing layed elsewhere.
2. Our main buying group and the group we aim to expand into are entirely different customer segments. We identified the top 3 customer avatars, each with distinct needs and obstacles related to PrettyFit.
3. A significant group of potential customers does not purchase because they require options for wide feet. Following the workshop, the production team began developing a wide-feet collection to meet this need.S T R A T E G YI developed a full-day strategy workshop, which consisted of a few parts:
• Team shared their insightful stories of interactions and expectations of customers
• Based on research and answers, we defined 5 types of customers who shop at PrettyFit
• We shaped full customer avatars and positioned them based on sales potential for the brand.R E S U L T SWe defined, prioritized customer avatars and established business goals to target them. We clarified the company’s future business steps. We identified customer needs that can be addressed immediately. Additionally, we fostered internal awareness of our customers and business objectives among the marketing team.

PrettyFIT: Creative campaign to target corporate women

B A C K G R O U N DPrettyFit, a comfort-focused shoe wear brand, was searching how to reach target audience with creative content that will resonate with them. After defining the main customer groups and new strategies to reach them, the brand struggled to translate it to content.T A S KDevelop a brand production campaign that will target the main customer groups of PrettyFit and will resonate with them and their lifestyle. Creative content should boost engagement and attract the attention of specific customer groups.A U D I E N C EBrand prioritised two customer groups: corporate women and first-jobbers. Two types of women who search for comfortable yet stylish footwear for work in the corporate field.I N S I G H TAnalysing PrettyFit customers, we uncovered that:
- Each customer group is formed based on their relativity to work: corporate manager woman, office girl, first jobber, housewife
- However, groups are pretty different, all of them have the same pain point, which is a struggle to find comfortable yet stylish shoes for a whole day in the office.S T R A T E G YI developed a campaign centred around the morning commute of two working ladies. However, they have different lifestyles, paces, and fashion preferences each of them needs a stable and comfy pair of shoes that will last the whole day. Here’s how I brought it to life:
- Developed main video “Back to office” campaign with 2 brand heroes highlighting their different customer groups, which are united by the same need our brand asnwers: comfortable shoes for daily work in office
- Executed additional campaign videos that emphasise brand look and feel to attract the customer group that is drawn more to the aesthetic of the brand.R E S U L T SThe campaign brought an increase in sales during a three-day promotion, with the majority of growth coming from the online launch.

Singapore, September 2024

Brussels, February 2025

Creative production, Ukraine

Creative production, Portugal