Editorial Strategy and Creative Consultation | Fashion Trust Arabia

Credit: Fashion Trust Arabia

Strategy:
Editorial, Creative, Production, Social
Tone of Voice | Content | Brand Guidelines

Sarah Miller & Partners worked with Fashion Trust Arabia (FTA) in the build-up to its website relaunch.

The newly relaunched and enhanced FTA website now includes more content on Pulse, its editorial platform, and its Directory, FTA’s little black book of names and addresses to know in the MENA region. FTA Pulse sheds light on fashion designers and creatives around the region with commentary, information, style and wit three times per week in the form of lead features and regular items. It covers a range of subjects, from profiles, interviews and Q&As with designers, to makers and brands from the MENA region. FTA Pulse also spotlights the latest trends and relevant international fashion news to educate, inform, entertain and delight.

Ahead of 2020’s FTA Prize announcement, we worked with the FTA team to bring the enhanced website to fruition. Starting with an analysis of the Trust’s mission, vision, brand purpose and positioning, as well as competitor analysis, Sarah Miller & Partners helped FTA to develop a set of brand guidelines which informed the editorial strategy, commissioning and production. We have also been working closely with the FTA team on its website design and functionality ahead of relaunch, social media strategy and advertising.