BENDON LINGERE
Rebranding with Confidence
Objective:
Refresh a heritage brand to resonate with a modern audience and reinvigorate its presence across retail, e-commerce, and social.
Role:
Creative Lead, working closely with the Marketing and E-Commerce teams to realign the brand vision, tone of voice, and content strategy.
What I Did:
Led the full creative development of seasonal campaigns and brand refresh.
Defined a cohesive visual identity across all channels: retail POS, social, digital, and influencer marketing.
Directed photoshoots & film to bring the new brand tone to life — aspirational yet inclusive, confident, and customer-first.
Partnered with marketing and digital to ensure brand creative aligned with key commercial and promotional windows.
Impact:
Drove a 25% uplift in campaign engagement across digital and social platforms.
Strengthened brand perception and consistency across APAC markets.
Enabled the brand to connect with a younger demographic while retaining its loyal base.
Here's a snapshot of key campaign highlights
Bendon’s 75th Anniversary
Developed a brand storytelling campaign that educated customers on Bendon’s legacy, strengthening brand recognition and consumer trust.
Pleasure State
Led seasonal campaigns that empowered women to embrace their sensuality with confidence. Featuring high-end fashion photography, compelling copy, and a refined aesthetic, the campaigns resonated with the brand’s premium audience.
I also developed a social design framework to distinguish branded, UGC, and promotional content—boosting recognition, engagement, and purchase conversions.
Me. by Bendon
Crafted multiple campaigns celebrating individuality and real women’s stories, focusing on emotional connection and inclusive representation. Social content captured intimate, unscripted moments, highlighting confidence and strength.
This approach increased brand love, engagement, and sales, reinforcing the brand’s position as a champion of female empowerment.
Bodywear Launch
Led a cross-channel campaign that championed body confidence, spanning social, print, and in-store activations.
The campaign connected with diverse audiences, reinforcing inclusivity and driving product awareness.
A Bendon Christmas
Created engaging stop-motion social videos to inspire gift ideas, driving increased engagement and social shares during the key retail period.
