Brief
Create an aligned, distinctive and performance-driven advertising strategy.
Lacé wanted to structure a more cohesive and strategic advertising approach to better showcase its offer, its universe and the brands it carries. The mandate was to develop a complete strategy capable of translating Lacé’s identity into advertising content that felt clean, trendy and performance-driven.
The project also aimed to better frame the visual creation of the campaigns. Through moodboard development, visual inspiration, analysis of successful peer data and creative testing, the goal was to define a clear advertising direction that could support performance without losing the brand’s personality.
Goals
Transform advertising into a natural extension of the Lacé universe.
The main objective was to create ads that were not only effective, but fully aligned with Lacé’s image. The goal was to develop visuals capable of capturing attention, presenting products in a dynamic way and reflecting the boutique’s fashionable, current and polished universe.
The strategy also needed to help Lacé position itself more clearly in a highly competitive market. The challenge was to create campaigns that made people want to discover the products, while strengthening the perception of a trendy, credible brand that is well anchored in its market.
Tools and partners
Complexity and challenge
Represent multiple brands while maintaining consistency.
The main complexity of the project lay in finding the right balance between Lacé’s identity and that of its suppliers. The boutique works with strong brands, including Nike, which already have their own visual codes, standards and recognition among consumers.
The ads therefore needed to respect each supplier’s universe, without allowing Lacé to disappear behind them. Each creative had to integrate different types of content, products and visuals, while maintaining an art direction that remained consistent with the boutique.
The challenge was both strategic and creative: to bring multiple identities together within a single advertising system, without creating visual disruption or weakening the main brand. Lacé had to remain the anchor of the experience, even when the featured products came from already well-established brands.
Approach
Observe, compare, test and translate visually.
The approach began with an analysis of the advertising environment in which Lacé operates. Success data observed among peers made it possible to identify high-performing codes, from formats and pacing to content types and product staging.
This work was then enriched through a visual inspiration and moodboard phase. The goal was to define a creative direction that was faithful to Lacé, compatible with the brands it carries and distinctive enough to stand out across advertising platforms.
The methodology was built around a process of testing and design. Rather than creating a single fixed direction, several creative paths were explored in order to find the right balance between aesthetics, readability, dynamism and conversion potential. Each ad had to be designed as a performance tool, but also as a brand-building element.
Solution
Dynamic, clean and aligned ads.
The solution was built around a visual advertising system capable of bringing products to life while maintaining a refined aesthetic. The creatives adopted a clean, trendy and structured look, in line with Lacé’s universe and the expectations of the brands it carries.
The ads were designed to capture attention quickly, while giving the products enough space to stand out. The graphic choices, visual hierarchy and content treatment made it possible to create dynamic campaigns without overload or disruption from the boutique’s image.
This approach allowed Lacé to present its collections and suppliers with greater impact, while asserting its own signature. Advertising became a natural extension of the brand experience: clear, current, cohesive and recognizable.
- +178%Session
- +6%AOV
- +15%Taux de conversion
Results
A strategy that turns visibility into performance.
The result is a complete advertising strategy that allowed Lacé to improve the quality of its digital presence while generating a tangible impact on performance. Thanks to more dynamic, more cohesive ads that were better aligned with the brand universe, the campaigns helped increase traffic to the website and supported a rise in conversions.
The work on moodboards, analysis, testing and design helped transform ad creation into a more structured and effective system. Each visual was designed to capture attention, showcase the products and guide users toward purchase, while reinforcing the perception of a current, fashionable and credible brand.
Beyond aesthetics, the project helped bring the brand closer to its business objectives: attracting more qualified visitors, generating more interest in the products and converting more advertising attention into concrete actions on the website.