New Year Collection
Crafting a campaign identity for a leather goods brand's biggest seasonal moment.
A social media content campaign for a premium Ethiopian leather goods brand, built around the Ethiopian New Year — a cohesive visual identity across multiple product lines.
The challenge
The brand needed a cohesive social media presence for their Ethiopian New Year launch — a campaign that felt premium and consistent across multiple product lines.
The approach
We developed a unified campaign identity anchored by the #NewYearCollection mark. Each post was written to balance product storytelling with seasonal relevance, while visual direction emphasised texture, light, and considered composition.
Five posts. One campaign identity. A consistent visual language built around handcrafted leather and the energy of the Ethiopian New Year.
The green patchwork collection anchored the campaign — three silhouettes, each photographed with intention against the deep green and sunflower backdrop that became the season’s signature look.
Content direction, caption writing, and visual framing across the full collection launch.
The outcome
A multi-post campaign covering several product lines, each with its own visual character while remaining part of one coherent collection story.
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