zhuzh is an accessories brand built around African craftsmanship, founded in 2018 by Keesha Morisma. Five years in, it had a loyal following and a real point of view, but almost none of it was written down. The products carried the story; nothing else did.
Keesha came to me for visibility. What the brand actually needed first was language: a clear sense of who it was for and what it stood for, before any of it could be said out loud.
I built the brand platform, then worked with brand designer Patrick Banou on the identity system that came out of it. The order mattered. A logo can't fix a positioning problem, and a brand this personal needed its words settled before its look.
I also built the social and comms plan for Season 5, the first collection launched after the rebrand. The brand later went on hold.
Brand Designer : Patrick Banou
zhuzh went from a brand people liked to a brand that could be explained by someone other than its founder
The platform gave the team shared language for product, content and collaborations. New assets no longer meant starting from scratch
Since then, the Season 5 collection has been adapted into stage costumes for shows in the United States
Working with Sabine on the rebranding of zhuzh has been decisive. Faced with a lack of visibility and clear storytelling, she brilliantly redefined our brand. Sabine (with Patrick's support) created a strong visual identity and a coherent narrative, while guiding me on the launch strategy for brand reveal and our new collection. Her expertise breathed new life into zhuzh, enabling us to better tell the story of our artisans. An essential collaboration for our success.
