Project Feature: GYMANGA – Brand Manager & Cross-Media Launch

My engagement with GYMANGA involved the complete end-to-end launch of a new direct-to-consumer (DTC) apparel brand. The core concept was highly unique: fusing the high-energy aesthetics of Japanese Manga with functional gym and fitness apparel.

1. Brand Identity and Foundation

As the Brand Manager, I was responsible for establishing the core identity from the ground up. This included defining the brand’s visual aesthetic, tone of voice, and the narrative framework that linked the product to its source material. I personally set up and structured all initial social media channels, laying the foundation for community building and content dissemination.

2. Unique Cross-Media Product Strategy

GYMANGA’s product strategy was exceptional: the company created its own original manga series, and the apparel lines were launched directly based on the stories, characters, and designs featured within that intellectual property. This required a cohesive content approach where marketing directly supported the narrative, driving sales of both the digital content and the physical clothing line.

3. Digital Setup and Paid Media Testing

I guided the development of the primary e-commerce platform, ensuring the website design, user experience (UX), and conversion funnels were aligned with the established brand image. Furthermore, I executed initial Paid Media testing across various digital platforms to gain critical market insights. These tests were essential for identifying the most responsive target demographics and validating the product-market fit before scaling media investment.