How to rebrand without losing the customers you have
Five rules we follow so loyal customers recognise you the morning after a relaunch.
For Loom's tenth season we cast the brand's own seamstresses alongside professional models. The response surprised everyone, including us.
Real people bring real stories
Customers recognise authenticity instantly. The images with Loom's team outperformed the model shots by three to one.
Light them like stars
Real people deserve the same care as models: good lighting, a patient crew and time to relax.
Nobody poses like someone who made the clothes they're wearing.
Budget for more time
Non-professionals take longer to warm up. Plan a relaxed first hour with no pressure to perform.
Written by
Clara Vance
Writes for the Omnira Studio journal about brands, design and running a studio with a four-day week.
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