Persona is a women’s fashion label rooted in comfort, simplicity, and quiet self-expression, shaped by the founders’ personal relationship with clothing.

 

I developed the brand’s strategic foundation end-to-end, defining its purpose, positioning, and core principles before any visual or creative expression was explored.

 

This case focuses on translating lived experiences and intuitive insights into a clear strategic foundation, balancing comfort with elegance while supporting the way women move through their everyday lives.