CASE STUDY
KISAH
DESIGN SYSTEM & MARKETING STRATEGY
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The Brief
Kisah Apparels is a growing D2C menswear fashion brand with a 30+ person team, selling across its own website and six major marketplace platforms.
When we took responsibility of content, the design function was understaffed and fragmented: no cohesive brand design system, a large content backlog left by the previous designer, inconsistent visual language across social media and D2C platforms, and no structured workflow for handling the volume and variety of creative requests arriving from operations, marketing, the D2C team, Amazon, and HR simultaneously.
The creative role had been treated as reactive execution work – produce graphics on demand, in isolation, with no systems thinking applied. I was brought in as a graphic designer. What the function actually needed was a systems builder.
The Challenge
Kisah had three overlapping problems when I arrived.
First: no coherent brand design system. The existing design files – across Photoshop and Figma – were inconsistent in fonts, colour, layout, and visual logic. There was no shared reference for how Kisah should look.
Second: a large content backlog from the previous designer, still undelivered. Third: a volume of simultaneous creative requests arriving from six departments – marketing, D2C, Amazon, operations, textile design, and HR – with no system to absorb and prioritise them.
The creative function was entirely reactive. Everything was produced from scratch for each request. That’s not how you scale a D2C brand’s content output — it’s how you burn a designer out in three months. The challenge was to solve the system problem first, so everything downstream could move faster and better.
The Design System
In the first week, I audited all existing design files, identified what was consistent and what wasn’t, and built Kisah’s Modular Brand & Design System from zero.
The system included: logo usage rules and variants, a standardized color palette, a typography hierarchy with defined weights and usage contexts, and layout templates for every channel — web banners (desktop and mobile), email newsletters, WhatsApp push notifications, Instagram posts and stories, and D2C platform assets.
I also refined Kisah’s existing logo and produced production-ready vector source files in .ai, .eps, and .svg — three variants (horizontal blue, horizontal white, vertical blue) across multiple colorways, plus an all-variants master file. I also designed a branded Kisah pattern, delivered as both a vector source (.ai) and export (.png).
Critically, I deployed a Canva-based version of this system that non-designer staff across six departments could access and use without a design intermediary. Operations could produce a simple asset. D2C could resize a banner. Amazon could use a template. The system removed the bottleneck.
The Marketing Strategy
AI-integrated content workflows
I introduced ChatGPT, Gemini, and Claude into the production pipeline — not as experiments, but as infrastructure. Caption writing, campaign ideation, keyword research for Amazon listings, monthly reporting, document compilation, and visual prototyping via Canva AI. What had been a reactive, manual production process became a structured, repeatable system. This significantly reduced friction across the content operation.
The Denim Edit — end-to-end campaign ownership
Kisah’s first denim collection required a campaign identity built from zero. I led the entire campaign: defined the narrative and visual direction, researched themes, developed the go-to-market strategy (defined audience, content release timeline, distribution strategy, engagement and growth loops), attended and directed the photoshoot on-field, handled post-production selection and editing, and produced all campaign assets — carousels, teaser reels, stories, D2C banners, and Amazon and marketplace assets. The Denim Edit ran across Kisah’s own website and all six marketplace channels.
Amazon A+ Content system
Working with Kisah’s D2C operations team, I built a complete A+ Content template and design system for the Amazon catalogue — 9 fabric and treatment categories, each with 6-module layout systems across desktop and mobile. I reviewed and influenced approximately 200+ Amazon product listings through catalogue assessment, gallery optimization, and A+ Content development. Templates produced here continued influencing Kisah’s Amazon catalogue after my departure.
Multi-channel content
production at scale
Across 5 months, I produced approximately 73 video files (influencer reels, campaign reels, product scroll videos, branded UGC edits), two complete lookbooks (a groomsmen wedding lookbook and a physical retail store launch lookbook for Kisah’s Lake Mall location), creative direction for three major fashion photoshoots, 15 LinkedIn new joiner welcome creatives, campaign assets for brand collaborations with Bhuvan Bam, Nykaa, and The Format Edit, a 9-banner Navratri campaign, and cross-functional compliance collateral for HR.
RESULTS
The Outcome
Kisah’s brand design system – built in the first week – became the visual foundation for every piece of output during my tenure and, from what’s visible, continued post-departure. The Denim Edit is the strongest proof-of-concept: a category-defining campaign built from zero by one person, running end-to-end across ideation, production, and multi-channel distribution.
The Amazon A+ Content templates influenced 200+ listings and continued being used after my exit. The AI-assisted workflows reduced production friction across the team and set a new standard for how content could be produced at Kisah – not reactively, but systematically.
The pattern that defines this engagement: hired for one scope, operated at five. That gap between the stated brief and the actual work delivered is not a complaint – it’s the entire pitch for what VAC brings.
LET’S COMMENCE