Moodswings Vintage

Moodswings Vintage (MSV) is a vintage clothing boutique with a wide range of one-of-a-kind pieces from the 1920s to 1990s. Set up by owner Rachel in 2014, it was formed with a desire to make high-quality vintage accessible and affordable.
The store initially had three different logos, lacking a distinctive aesthetic that truly reflected Rachel’s intentions and skill in styling vintage outfits.
I was approached to re-design the brand’s visual identity and website as well as manage its social media accounts.
The original website was beginning to show its age with difficult navigation affecting its ability to drive sales. Further consumer research and in-depth interviews with staff revealed customers were not simply interested in buying products from MSV but also sought fashion and styling advice from the team, a need which was not being addressed by the store’s digital presence.
Apart from reorganising the site’s contents for a smoother customer journey, I also re-launched the MSV blog to include fun, easy-to-read posts on clothing history and styling. A brightly-coloured map was added to the Find Us section and the MSV Style gallery created for fans to share and view each other’s latest vintage outfits.
Moodswings Vintage (MSV) existing Instagram and Facebook accounts were failing to attract new consumers and support its business goals. I helped to turn things around by establishing objectives for each channel, running seasonal campaigns and increasing engagement with customers.
The brand’s Instagram account was re-positioned as its main social platform, focused on vintage styling by the team and customers alike. I used Facebook to provide updates on new collections, upcoming events and vintage fashion trends, creating a fresh conversation about vintage style in Singapore.
Over the course of one year I:
> Increased Instagram following by more than 50%
> Increased monthly likes by more than 450%
> Increased monthly comments by more than 400%
> Increased Facebook organic reach by more than 900%
> Increased post sharing by 400%
> Increased average post clicks by 300%

Team Credits

Jaime Tai

  • Message
  • Visual Communications Specialist

Project Tags

  • graphic design
  • brand identity
  • retail
  • marketing
  • Social Media Strategy
  • vintage
  • Instagram
  • web design
  • Shopify
  • logo design