KAZNA
Creating a Community Through Visuals and Storytelling
About KAZNA
Kazna Asker is a developing brand that uses graphics and fashion to build community.
Kazna won the Debut Talent prize at Fashion Trust Arabia, representing her home country Yemen. She is currently part of BFC NEWGEN and has presented during London Fashion Week for two seasons. Her work combines traditional Middle - Eastern fabrics with nylon tracksuits and outerwear. All designed and hand-sewn by herself creating one of one pieces.
Asker graduated from Central Saint Martin’s becoming the first designer to showcase a Hijabi collection at the CSM’s MA Fashion show 22'. She was also featured in the Kurt Geiger’s People Empowerment Campaign to represent Kindness in which her designs were featured on billboards across Dubai.
ROLE
Social Media & Brand Specialist
TIMELINE
Dec 2020 - Jul 2022
LOCATION
London
challenge
As Kazna continued to push boundaries in the fashion industry, the company faced the challenge of delivering an authentic digital experience that truly reflected the warmth and inclusivity of their brand.
To establish themselves as a rising talent, they needed a compelling design and narrative that would elevate their brand and provide an accessible, user-friendly online presence.
The objective was to create a digital presence that told their story with authenticity, while also offering a seamless and inclusive user experience for their growing audience.
process
To address Kazna's challenges, our team centered on authentic storytelling. We designed a vibrant website & logo featuring the Earth, symbolizing interconnectedness and reflecting Kazna's strong community-driven ethos.
Using marketing psychology, we carefully selected colors and imagery to evoke warmth and create an emotional connection with consumers. We also chose models who represented the diversity of the general public, allowing individuals to see themselves in her designs.
Our efforts gradually built a dedicated fan base, enhanced by the 'Join the Community' initiative, offering exclusive discounts and promotions. This success paved the way for the launch of branded merchandise, expanding Kazna's reach into an umbrella brand.
Outcome
We encouraged Kazna, the founder, to share her story on TikTok for lead generation, resulting in a massive success with over 1M views, 200K likes, and 500 comments from potential customers who resonated with the brand's values.
The new website saw an average of 3,000+ monthly views post-launch, with over 1,000 people subscribing to the email list to 'Join the Community.' By focusing on authentic, customer-centric design, we crafted an immersive interface that showcased KAZNA's unique strengths and elevated the brand. This drew the attention of high-profile companies, leading to several collaboration opportunities.
For example, Kurt Geiger reached out for a campaign collaboration, 'Kazna for Kindness,' which became a huge success with over 100 billboards displayed throughout Dubai.
Since then, KAZNA has been featured in prestigious magazines and publications, including VOGUE, Elle, 10 Magazine, BBC News, and Harper's Bazaar, each taking excerpts from her website.
This streamlined experience has solidified KAZNA's position as an emerging leader and a force to be reckoned with in the fashion industry.
Link to website: www.kaznaasker.com
