Atlas / Retail
A considered creative testing program for a fictional contemporary retail label.
A better question makes a better brief.
A design-led online retailer had decent traffic but inconsistent first-purchase economics and scattered creative learning.
Make the thinking visible.
Built three message territories around fit, ritual and quality; mapped landing-page intent; and moved budget toward creative themes with stronger purchase contribution.
From premise to execution.
Audit the path from first view to purchase and separate signal from attribution noise.
Launch controlled creative families with a clear hypothesis per audience and offer.
Review weekly against contribution margin, not click-through rate alone.
Illustrative modeled spend ₹10.6L; attributed revenue ₹49.8L; modeled ROAS 4.7×. These are invented demo values.
FICTIONAL PORTFOLIO / DEMONSTRATION PROJECTSVisual study.
Original illustrative assets. Click an image to inspect it.