Designing & Launching
an Art-Driven Brand
Tasks
I launched this brand in 2022 as a creative entrepreneurial aspiration, an experiment in turning art into lifestyle. What began as hand-painted canvases evolved into a collection of scarves, posters, and collectibles, supported by a mobile-only website, community-driven marketing, and a strong focus on storytelling. Deech became both a design journey and a business venture, blending creativity with entrepreneurial spirit.
The project spanned the full lifecycle of brand creation, from research and ideation to prototype development, brand identity, and website design. This was followed by defining business goals, executing a multi-phase launch campaign (teaser, launch, sustain), and designing the customer experience through packaging, contests, and community engagement. Finally, a business sustainability plan outlined long-term revenue, growth, and retention strategies to sustain the brand beyond its initial launch.
Business Goal
Brand Concept & Vision
“Deech” comes from my name, Dechen, a shorter and catchier version that friends and family use with affection. The brand carries that same sense of familiarity and warmth. The tagline Everything is a Canvas reflects my belief that art is not confined to frames; it can live on scarves, bookmarks, boxes, and in everyday life. The idea for the brand originated during a 49-day stay in Goa, a tropical city in India, where a shift to remote working inspired the collection’s narrative. The lifestyle, local living, and beachside rhythm of that period shaped the thematic elements of the collection. The brand was born from those days of wandering beaches, sketching from memory, and capturing fragments of landscape, people, and culture, impressions that became motifs, translated from fleeting moments into lasting designs.
Brand Identity
The Deech logotype forms the core of the brand identity, bold, minimal, and versatile. Its strong typographic presence adapts across backgrounds and colors, symbolizing how the brand fluidly translates art into many forms while retaining its character.
Website Design
The website was designed on WordPress as a mobile-only platform. Since most of the audience discovered the brand through Instagram and WhatsApp, the design prioritized mobile-first accessibility. The layout balanced storytelling with e-commerce, bold category blocks for paintings, scarves, and coasters guided discovery, while WhatsApp integration enabled seamless pre-booking and payments during the early launch phase.
Prototype
Some artwork followed a dual journey, original paintings were sold as one-of-a-kind pieces, while their digital scans were transformed into posters and digitally printed scarves, extending the art into both collectible and wearable forms.
Product Line
Collection Size: 55 products.
Categories: Scarves, Paintings, Coasters, Bookmarks, Boxes, and Posters.
Price Range: ₹200 INR – ₹6000 INR.
Unique Selling Proposition (USP): Hand-painted original art transformed into functional, collectible items.
Launch Campaign Strategy
Some artwork followed a dual journey, original paintings were sold as one-of-a-kind pieces, while their digital scans were transformed into posters and digitally printed scarves, extending the art into both collectible and wearable forms.
Marketing Channels
Instagram (primary platform): Cross-promotions, influencer collaborations.
WhatsApp Business: Direct sales and pre-bookings.
Website: E-commerce storefront with storytelling-driven design.
Strategy
The campaign was launched in 3 phases as listed below
Teaser Phase
Activities:
Social media teaser posts across 60+ Instagram accounts.
Content: Sneak peeks, contests, and price reveals.
Pre-booking opened 3 days before launch.
Outcomes:
Impressions: +300% (1,021,920 reach)
Followers: +1427% (1,029 gained)
Engagement: +103% (2,981 interactions)
30% stock sold before launch day.
Launch Phase (Day 1)
Activities:
Full website launch with integrated shop.
Cross-promotion across social media and messaging apps.
Customer-focused product storytelling.
Outcomes:
~2,500 website visits, 8% conversion rate (industry avg: 3–4%).
50% inventory sold out Day 1.
20+ custom design requests, ustained business for 9 months at 600%+ margin.
Sustain Phase
Activities:
Continued cross-channel engagement.
Organic content creation around customer experiences.
Ongoing contests, giveaways, and behind-the-scenes process reveals.
Outcomes:
Built a loyal repeat customer base.
Maintained organic reach without heavy ad spend.
Customer Experience
Every order from Deech was designed as an experience, carefully hand-packed in kraft paper with jute ties, custom thank-you cards, and small tokens of love. Customers often shared their joy on Instagram, turning unboxing into part of the brand story. Beyond packaging, contests and giveaways kept the community engaged, creating a sense of belonging and excitement around each collection.
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