About the project
Craft Cases was a direct-to-consumer phone case brand built alongside Unitar. Where Unitar was B2B and volume-driven, Craft Cases was about brand — a retail-focused product line with its own identity, targeted at end consumers through digital channels. It was an exercise in building a consumer brand from scratch with limited resources.
My role in it
I co-founded Craft Cases and led everything on the brand and digital side: visual identity, online store, paid media coordination, and content strategy. I worked closely with a small team to design collections, run campaigns, and manage the customer experience end to end.
Challenges
Building brand equity in a commoditized product category (phone cases) is hard. Differentiating on aesthetics and quality in a market flooded with cheap alternatives required sharp positioning and consistent creative output — all while running Unitar in parallel.
What I learned
DTC brand building is a different discipline from B2B. Storytelling, visual consistency, and customer experience matter more than unit economics alone. I also learned how to run lean paid media campaigns and iterate fast based on performance data.