ARCH NYC is a women’s footwear brand that creates luxury statement pieces at an accessible price point. Founded by Jazmin Veney, the brand was built on the core belief that women deserve to be celebrated, empowered, and unapologetically heard. When ARCH NYC partnered with me, they possessed passionate leadership and high-quality products but lacked a cohesive brand strategy to differentiate themselves in a competitive landscape dominated by established luxury and fast-fashion retailers. The brand required clear, strategic messaging that would resonate with its audience and a defined position that emphasized its unique value proposition over its competitors.

Through multiple brand strategy workshops, I worked directly with the founder to uncover the brand’s core essence and develop a complete strategic foundation. This process involved defining a higher purpose and mission centered on helping women own their power, as well as creating detailed customer personas for a target demographic of fashion-forward women aged 25–35. I conducted an extensive competitive analysis of over 10 brands to identify market opportunities and established a brand personality through dual archetypes—The Creator and The Outlaw—to capture the brand’s innovative and assertive spirit.

The resulting 27-page Brand Strategy Guide gave ARCH NYC a clear, differentiated position as "luxury footwear for women who take up space, at an affordable price". This strategic foundation now guides all brand decisions, from product launches to marketing campaigns, positioning ARCH NYC not just as a shoe company but as a movement celebrating women who refuse to be overlooked. The strategy successfully bridges the gap between luxury aspiration and accessibility, meeting their customers exactly where they are and providing a scalable roadmap for the brand's future.