Fall-Winter Digital Playbook
Adapting Kipling’s global rebrand into a unified digital identity and social playbook for younger audiences across 15 Asian markets.
Turning a global rebrand into one regional digital identity.
Kipling was undergoing a global brand refresh and wanted to connect with younger audiences across 15 markets in Asia without losing consistency from one market to the next.
As Kipling’s regional social media agency on retainer, LOKi was appointed to adapt and extend the new creative direction across the Spring Summer and Fall Winter 2018, 2019 and 2020 collections, creating a system that could work across regional social channels and local market teams.
We translated the global rebrand into seasonal creative, regional content production and a practical digital playbook that gave markets a consistent framework for how Kipling should look and sound online.
- Regional creative adaptation
- Seasonal concept development
- Styling & art direction
- Photo & video production
- Regional social media assets
- Kipling Asia digital playbook
- Visual guidelines
- Copywriting standards & tone of voice
Give markets a system, not a script.
A regional playbook should do more than make every market look identical. The useful part is giving local teams a clear creative framework they can apply consistently: visual rules, copy standards, tone of voice and content principles that keep the brand recognisable while leaving enough room to respond to different audiences and channels. For Kipling, the playbook extended the value of each seasonal campaign beyond the original asset production and helped build a more unified digital presence across Asia.
Fall-Winter Digital Playbook
View Other Case Studies
Selected Case Studies
Have a brief, a challenge or just the start of an idea?
Let’s build something that gets your business found, trusted and chosen. Tell us what you’re working on, where you need support, or what you’re trying to solve. We’ll help you figure out what comes next.
Talk to Us