Creating a premium digital brand for Digital Fashion Academy

We helped Digital Fashion Academy reposition as a premium course provider, improved their course pages, added a soft-conversion system, and set up email automation — resulting in higher conversions and consistent weekly leads.

Challenge

Digital Fashion Academy had grown steadily since launch, expanding their catalogue of specialised fashion courses taught by senior industry professionals.
As their offer matured, they needed a digital presence that better reflected their expertise. This means clearer course pages, a more premium brand expression, and a way to capture interest from visitors who weren’t ready to enrol on the first visit.

In short: they needed a digital presence that matched the quality of their content.

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Approach

Brand & Positioning

We reviewed DFA’s strategy, audience segments, and competitive space to clarify how they could stand out in the premium education market.
We aligned on a structured, minimal, editorial brand direction. The new direction is something that resonates with their segment (fashion industry) while remaining approachable to both junior and senior professionals.

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DFA: Brand Guidelines

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Website

The core challenge was improving conversion for high-ticket courses while building a system to capture demand earlier in the user journey.

We redesigned the course pages around three goals:

1. Help users understand the value quickly
   We did this with clear layout, instructor credibility, expected outcomes, and structured content.

2. Introduce a soft conversion path
   Not every users are ready to buy from their first visit. “Download the brochure” became a visible step for users not yet ready to purchase, turning passive visitors into warm leads.

3. Reduce friction and build trust
   Added trust elements like ratings, instructor profiles, and payment options; improved navigation and comparison; clarified what each course includes.

This turned the website from a static catalogue into a structured marketing funnel.

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‍Email templates

Partner Testimonial

“Great culture fit! From start to finish, Federico and his team demonstrated a high level of professionalism and punctuality. They ensured that the project brief was delivered by holding virtual meetings and adapting the work to our needs.”
- Kerin Goodall, Digital Learning Manager, Digital Fashion Academy

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Stack / Scope

• Strategy

• Branding

• Web design & development

Tools: WordPress, Figma