We were tasked with translating Kim Kardashian’s modern business philosophy into a refined visual narrative that felt bold, aspirational, and unmistakably her. The project began with a cross-functional sprint, where I collaborated with team members from the Performance Marketing and Editorial teams on developing two early marketing activation pitches built around Kim’s Ten Kimmandments, the core business principles at the heart of the class. The first pitch was an out-of-home campaign featuring a monolith representing each of the Ten Kimmandments, designed to appear in key cities, this concept eventually evolved into a single large-scale installation in New York’s Financial District, the symbolic center of modern business. The second marketing idea was an NDA teaser, a playful non-binding “agreement” that Kim shared on Instagram to spark intrigue and set the tone for the class launch.
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The creative strategy centered on a narrative shift. Instead of defaulting to traditional corporate visual cues, I leaned into a modern power language, bold typography and expansive poses to signal authority and control. By grounding the design system in SKIMS’ neutral color palette, we used Kim’s existing brand equity to reinforce her credibility as an entrepreneur while redefining what contemporary business leadership looks like.
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The result was the highest-engaged class launch in MasterClass history, generating over $365K in sales in the first week of the class's launch (54% of 30-day sales goal), 30K weekly average viewers in the first 30 days of class launch, and an 8% rise in subscriptions over 60 days.