fly girl pop ups
I co-founded and developed the brand identity for a business called Fly Girl Pop Ups in 2019. We hosted exclusive & sustainable shopping pop-ups on one day each season.
FGP created a third space pre-pandemic in response to a need for Millennials and Gen-Z women to connect and uplift through personal style and an effort to shop more consciously.
my role: brand identity, research, trend forecasting, creative direction, digital & experiential marketing
Co-Founders: Gabby Murphy, Tyronecia Moore, Meghan Daniel
Photographer: Kristen Selle
The pop-up closet sales featured 15-20 curated selections of the flyest closets in town.
Our vendors, a.k.a. our Fly Girls, span every kind of fly in the book. Personal style is inherent to who we are, and Fly Girl Pop Ups allows women to build relationships and express themselves in an intimate third space. You look good, and we know about fifty other girls who will tell you when you walk through our doors.
branding included a standard color palette with marks in secondary palettes representing each season:
Fly Girl Fall
Fly Girl Fête
Fly Girl Fling
Fly Girl Heat
While research surrounding environmental impact of the fashion industry remains murky, it is estimated that the industry is responsible for 7% of all global waste. Between 80 and 100 billion pieces of new clothing are produced every year.
As Millennials and Gen-Z commit to more sustainable lifestyles, Fly Girl Pop Ups aimed to provide the opportunity for each of us to give another life to our clothing and cut down on waste and carbon emissions, both personally and on a larger scale.
Within the first 6 months, FGP had grown to sold-out events and vendor waitlists. While FGP was the first of its kind in Louisiana, it sparked a wave of similar third spaces and events.
Through sponsors and revenue generation, we created physical brand touchpoints that had a lasting effect post-event.
all marketing was organic - a strong social media strategy that highlighted vendors and provided them with personalized branded marketing assets to leverage within their networks
in the media
