The Lot Collective, formerly known as The Lot, is a 20 year-old South African fashion brand with a cult following. Mood was tasked to help them evolve their new brand positioning on social media and land it with existing and prospective customers with a launch event. Mood created a content marketing strategy and social media design toolkit, including launch assets for their Instagram feed and stories, as well as a video & stills production shoot. The new design identity reflects the calm and grown-up aesthetic of the new space. For the launch, Mood produced a Sip & Shop event with 50+ media, influencers, female founders and industry friends.