Anna Counihan
Branding
I work with founder-led and emerging brands to help them articulate who they are and how they show up in the world. My approach to creative strategy brings together brand, content, and community focusing on building clarity, consistency, and momentum across both digital and physical touchpoints.
From shaping a brand’s voice to guiding how it’s expressed through campaigns and content, I’m interested in work that connects intention with impact, and helps brands grow in a way that feels thoughtful, distinctive, and sustainable.
Brand Strategy
The brand began as mobile events company and the client came to me wanting a logo redesign but needing a brand identity redesign.
After an initial discovery call with Caroline, the owner, I could see there was potential to develop her vision into a scalable brand that encapsulated what YOFIT meant to her; strength in both body and mind, perseverance and vitality.
What was the impact
The new brand identity created consistency across physical space, digital touchpoints, and in-studio experience, enabling YOFIT to evolve from an events-led offering into a fully realised lifestyle brand.
Creative Strategy
Nantú is a slow-fashion, womenswear brand focused on sustainable production practices, putting an emphasis on the importance of ethical consumption.
I joined the team as a digital media strategist and content creator, working closely with the founder and designer, Gloria. While the brand had an engaged niche audience, its social presence lacked consistency, narrative structure, and campaign thinking, resulting in slow organic growth and underutilised collections.
I joined the team as a digital media strategist and content creator, working closely with the founder and designer, Gloria. While the brand had an engaged niche audience, its social presence lacked consistency, narrative structure, and campaign thinking, resulting in slow organic growth and underutilised collections.
My role focused on developing and executing a cohesive digital marketing strategy that translated Nantú’s values into compelling, repeatable content. This included defining a clear content framework, refining brand voice and copy, and planning seasonal campaigns that aligned with the rhythms of slow fashion rather than fast trend cycles.
What was the impact
By introducing a structured, campaign-led approach to content, Nantú’s digital presence shifted from sporadic posting to intentional brand storytelling. The new strategy clarified the brand’s values, strengthened visual coherence, and positioned Nantú as a thoughtful, design-led alternative within the sustainable fashion space.
Within three months, the brand’s online following grew organically by over 56%, driven by consistent messaging, stronger visual identity, and content that highlighted both the craftsmanship behind each collection and the philosophy guiding the brand. Seasonal campaigns gave collections greater longevity and narrative depth, while custom illustrations and behind-the-scenes content deepened audience connection and trust.
The result was a more confident, recognisable brand presence that supported both ready-to-wear collections and bespoke client work, while reinforcing Nantú’s commitment to slow, ethical fashion in a fast-moving digital environment.