Case StudyVivienne Cate
Vivienne Cate is a boutique shop in the small regional town of Yackandandah, Victoria. It offers a gorgeously curated collection of Australian fashion, homewares, hides, bags and artisan-made jewellery.
“Since working with Story Shape, between 2022 and 2023, my online sales have increased by 43% and I’ve had a 145% increase in web traffic.”
Karen O'Brien - Founder of Vivienne Cate
The storyStarting a shop was an absolute dream for Karen O’Brien, but it wasn’t possible in the middle of nowhere. For 15 years, Karen lived on a cattle station in the Kimberley with her husband and four children. It was empty and vast beyond comprehension – a million acres of rugged landscape, home to crocs, wild weather and snakes.
During those years, they made a large family and survived the brutal living conditions. But when her oldest was ready for high school, they knew it was time for them to move to town with better schooling.
The regional north-east Victorian town of Yackandandah was perfect. It had mountains, music, culture, community and good schools. But after they quit their jobs and drove south in their camper, they needed to find jobs, a house and a new life. They had a lot of adjusting to do in the “city” – the kids hadn’t worn shoes in the Kimberley and had to learn to tie their laces.
Once settled, Karen decided it was time to pursue her dream of starting a shop, and so she launched the beautifully styled Vivienne Cate. Her shop is her great passion. Everything is handpicked by Karen and she only buys what she loves. She bounces into work and is grateful every day that she’s made her dream come true.
-
When Karen decided to move Vivienne Cate into a bigger, upgraded shop on the main street, she decided it was also time for a rebrand. Her new brand needed to be:
— Elegant
— Minimal
— Neutral
— Heritage-friendly
Karen also needed to define the story of her target market, as well as the story of her own business, so that she could infuse her marketing with her unique and charismatic personality. -
— Brand & Marketing Audit
— Rebranding
— Photography
— Website Update
— Marketing Materials
— Social Media Consulting
— Social Media Ad Campaign
— Press Release -
After the rebrand and marketing efforts with Story Shape, Vivienne Cate – against the previous year – achieved a:
— 145% increase in website visits
— 43% increase in online sales
Photography by Bec Haycraft. Art direction by Story Shape.
Karen O'Brien - Founder of Vivienne Cate