Back in 2017, when I was working at Digiwork, my role was that of an art director, mainly handling digital projects. One of the agency’s partners, Andal Design, was working on a project to launch a Turkish Moroccan investment brand in the Moroccan market called EvyLaure Paris.
The project covered several disciplines, from branding and marketing to business positioning and, eventually, the brand launch. As the art director, I was at the center of all these stages, wearing different hats and working with multiple teams throughout the process.
EvyLaure Paris was a direct selling brand specializing in cosmetics, skincare, perfumes, and fashion accessories such as jewelry and bags. It had an active presence in Morocco, with its regional headquarters in Casablanca.
The brand was going to have several sales channels, including retail stores, pop up shops, a direct to consumer website, and a multilevel marketing strategy. On the communication side, we needed an official product catalogue, a social media presence, an ecommerce website, and other marketing channels. In other words, we were building a complete omnichannel marketing strategy.
Building the Brand
The first stage was helping the Andal Design team develop the brand’s visual identity. This was the foundation on which everything else would be built.
I also assisted with packaging design and other brand materials. The result was outstanding, and we had a strong visual identity to carry forward into the next stages of the project.
From Production to Post Production
Next came the product photography and commercial shoots.
Andal Design and its agency partner Horizon Prod organized a full professional production to create all the materials needed for the brand’s marketing activities.
My role throughout this process was to keep all the teams aligned, from production and design to communication, marketing, and eventually my own digital team.
I had to collect and organize all the materials from the shoots, including video footage and photography, make sure the quality remained consistent with the brand identity, assist the directors, and keep the workflow running smoothly. Since I would ultimately be responsible for the post production phase, I needed to make sure everything was properly organized and ready for what came next.
Once production was complete, we moved into post production. I worked closely with the directors, editors, and music production team to bring everything together.
The idea was to make the entire production 100% original and Moroccan, with no foreign involvement in the creative work, while still reaching international standards. This meant paying attention to every detail, making sure everything went according to plan, and keeping the whole process organized.
Getting to Know the Products
At the same time, I was working with EvyLaure’s marketing team on the products themselves.
I needed to know every product that would appear in the first official catalogue, including its characteristics and what made it different. I helped the team with naming, product references, and all the detailed work that goes into preparing a catalogue of this scale.
Meanwhile, I was also working with the digital team at Digiwork, which was my own team. We had to prepare the editorial plans for the brand’s digital communication, organized into three main phases: teasing, the official launch, and the ongoing communication that would follow.
The Official Catalogue
After that, I started working with the designers on the official catalogue, which would bring together everything we had been working on over the previous months.
This stage required a lot of work, revisions, and back and forth before we finally got everything right.
When it was finished, we were genuinely proud of what we had accomplished. For the first time in Morocco, we were putting together a catalogue of this kind, produced entirely in Morocco, featuring Moroccan models, with everything created locally to international standards.
This was the catalogue cover featuring Kaoutar Boudraja (Allah irhemha)
The Launch
Finally, it was time to start communicating with the public through digital channels. Everything was ready, and we began working on the campaigns.
The launch was a success. Within the first week, we reached one million views, and more and more people were discovering the brand.
Then came the store launch, another moment when we got to see our hard work come to life. The store design was particularly impressive, led by Andal Hassisni, the founder of Andal Design, Digiwork’s agency partner. What the team had created was genuinely remarkable.
At the same time, we launched the official website, which included both an ecommerce platform and a consumer facing side. I worked on this with the development team, and it was another great experience throughout the process.
After the launch, we continued handling the brand’s digital communication for some time.
This video captures all the stages involved in creating the brand.
Unfortunately, when you’re busy working on a project, you don’t always have the time to document everything. All I have are a few rough behind the scenes clips from Instagram Stories and some snapshots taken along the way. But even these little bits and pieces come in handy in the end.
What This Project Taught Me
This project was one of the main reasons I came to understand what branding really means and how it works in practice.
Because I was involved in almost every stage, from strategy and production to distribution across multiple channels, I got to see how all the different pieces fit together. I learned a great deal from the experience, not just about branding itself, but about managing a project of this scale and making sure every part works together.
It was also where I found my true footing in branding, bringing together everything I had learned from working with clients around the world and putting it into practice on a project from beginning to end.