JOSÉ LYON — Integrated & Product MarketingNew YorkAvailable for roles and projects
JOSÉ LYON

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Ballet beyond the studio — Original campaign photography · Case-study cover

Case study · Zero-to-one Brand

From a new label to a retail-ready brand.

Using ballet to connect luxury activewear, e-commerce and wholesale selling.

Client
Port de Bras
My role
Brand and marketing lead
Year
2015–2018
Scope
Brand development, e-commerce, content strategy, digital marketing, wholesale materials
01

The problem

Market context

The challenge

A new luxury, eco-conscious activewear label needed a distinct point of view and the materials to reach both customers and wholesale buyers.

02

The product

Brand foundation

The insight

Insight card for Port de Bras

The shift

I made ballet the strategic foundation: strength, precision, discipline and grace. I carried that story into brand language, e-commerce, the content library, catalogs and buyer-facing sales materials.

The product is a new luxury activewear brand with ballet as its strategic foundation. The commercial system connects a clear point of view, product presentation, e-commerce and materials that wholesale buyers can use.

03

The launch

Brand launch

The idea

Taking ballet out of the studio.

I used ballet’s discipline and expression to distinguish the clothes beyond generic performance claims.

Campaign launch creative — Large-format adaptation using original photography
Campaign launch creativeLarge-format adaptation using original photography

Selected work

01 / 04
The product, clearly presented — Original product photography · E-commerce
The product, clearly presentedOriginal product photography · E-commerce
A range buyers can work with — Original line sheets · Wholesale
A range buyers can work withOriginal line sheets · Wholesale
The brand becomes shoppable — Original website reference · E-commerce
The brand becomes shoppableOriginal website reference · E-commerce
Original photo shoot / mood board — Selected photographs from the original shoot archive
Original photo shoot / mood boardSelected photographs from the original shoot archive

Execution

I managed brand development, e-commerce, content strategy and digital marketing. I built the catalogs and sales materials used to approach wholesale buyers, linking product presentation with the same story customers met online.

Channels
E-commerce, digital content and wholesale outreach
Flight
2015–2018 engagement
Assets
Photography, lookbooks, catalogs and sales materials
04

The result

Outcome

Outcome

Port de Bras secured placement with Anthropologie, Revolve and Carbon38, alongside editorial coverage in ELLE.

05

Concept exploration

Not in market

Concept idea

Move with intention.

I translate ballet’s discipline and expression into an editorial campaign for the brand.

Move with intention — Key visual · Concept · not in market
Move with intentionKey visual · Concept · not in market

Concept work

01 / 03
A campaign with range — Feed and Stories sequence · Concept · not in market
A campaign with rangeFeed and Stories sequence · Concept · not in market
Discipline as self-expression — Campaign image · Concept · not in market
Discipline as self-expressionCampaign image · Concept · not in market
Movement in Stories — Story sequence · Concept · not in market
Movement in StoriesStory sequence · Concept · not in market

Execution

I explored key art, a distinct campaign image, feed posts and Stories. Generated photography remains a stand-in for a proposed shoot, not original Port de Bras production.

Formats
Key art, feed and Stories
Channels
Proposed
Flight
None

Takeaway

Taking ballet out of the studio.

More work

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