01
Project Overview
Project Overview
Joseph May is a new entrant in luxury menswear, bringing bespoke tailoring and considered design to a global audience. Rooftop Twenty Two was engaged to deliver the full brand launch: identity, website, and the digital marketing programme that would take the brand to market and establish its position in a highly competitive category.
02
Challenge
Challenge
Joseph May arrived with a strong product proposition but no brand, no website, and no audience. We needed to build the brand from the ground up while shipping a launch-ready commerce experience and a marketing engine to put it in front of buyers:
- Defining a distinctive brand identity that signals craftsmanship and exclusivity
- Designing and building a high-converting e-commerce website with a luxury sensibility
- Establishing organic and paid presence from zero to capture demand at launch
- Building credibility quickly in a category where heritage is part of the buying signal
03
Solution
Solution
We led the full launch programme across brand, web, and marketing, with each discipline informing the next so the brand experience held together end-to-end:
- Brand identity: strategy, positioning, visual system, narrative, and full guidelines
- Website design and build: minimalist UX with robust e-commerce integration and a content management system the in-house team can run
- SEO and content: content calendar targeting luxury menswear, bespoke tailoring, and style-led queries
- Social and influencer: Instagram and LinkedIn build, partnerships with selected fashion influencers
- Paid media: Google Ads and paid social campaigns targeting high-net-worth audiences
04
Results
Results
The brand launched with momentum and held it across the first six months, validating both the positioning and the channel mix:
- 50% conversion rate among returning website visitors
- 60% increase in organic traffic within the first six months, with target keywords ranking on page one of Google
- 40% ROI on paid media campaigns, with strong conversion on limited-edition collections
- Brand identity gained traction with the target audience and earned editorial coverage
Selected visuals
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