As we started to bring our work to life, I started to work on what our brand promise could be, just as Melissa Parker Hughes (Piperlime's Creative Director) shared her vision for the photography.
I remember looking at her boards, and feeling very inspired by her energetic, upbeat shots. They were equal parts fashion and lifestyle. And they had a certain intimacy to them—even though they all seemed like the woman in the shot had intended them for public viewing. They each told a simple but complete story, every one a little vignette or moment.
And then it just came to me: Moments of Chic / #momentsofchic
We all liked it so much, we've made it customer-facing. I also wrote a variation about Piperlime's customers that is also used sometimes: Girls Who Chic / #girlswhochic
I concepted 'StyleFeed', a page anchored in the main Navigation bar that collects all of the Moments of Chic and makes them directly shoppable. Piperlime creates some of the moments themselves, but others are submitted by the Girls Who Chic. (If Piperlime doesn't sell any particular item, it just suggests something similar.)
Personally, I find perusing StyleFeed to be rather addictive. :)
