Aligning a brand’s vision with real, functional creative is always easier said than done. Soul Sisters has a strong brand, with an all-encompassing in-store experience and a highly curated offering. This brand pervasion leads to loyal buyers and word-of-mouth but does not necessarily lead to an increase of new foot traffic. Recognizing the need to make an online experience that is as unique as their offering, Nicklaus Marketing evaluated all current content and recommended best practices based off of industry trends and the ultimate vision for the brand. By providing close consultation, product photography, an editorial-style “lookbook,” a full website refresh, action-inciting eblasts, and online experience optimization, Nicklaus Marketing helped to take the incredible in-store experience that Soul Sisters offers and translate it into the online realm in an effective and seamless manner.