Approach

LIVE1 embodied exclusivity and luxury. The service supported a lifestyle I knew very little about, and detailed information on services for ‘high-net-worth individuals’ was gatekept.

I worked closely with the stakeholders to understand the clients they had and the products and services offered. I used lots of brand-specific references in the descriptions to reinforce that we were experts in the field who could and would support that lifestyle.

We were careful to refer to:

• Members not Customers

• Pieces / Fashion / Items not Clothes

• Indulgent not Spoilt

• Complementary not Free

Outcome:

• 139% of projected customers requested membership information or subscribed to our newsletter.