Work — (01 / 10)
Brand strategist & growth consultant
Yoora Sarah
A modest-fashion brand with a working product and a stalled ceiling. The strategy underneath it was doing none of the work.
My role on this project
- Brand audit
- Brand strategy
- Guidelines manual
- Content direction
- Paid ads
- Role
- Brand strategist · growth consultant
- Year
- 2022 — Jan 2026
- Scope
- Audit, strategy, 73-page brand manual, content, ads
- Market
- Indonesia
- Outcome
- IDR 400M → IDR 6–7B per month
- Annual
- ~IDR 70B last year
Situation
PT Yoora Sarah Sentosa had product and an audience. What it did not have was a brand doing any commercial work — no written positioning, no guidelines, no through-line between the content and the advertising. Their internal team had taken it as far as internal teams can take a brand, and growth had flattened.
What I did
Ran a full brand audit first, then built the strategy and wrote a 73-page brand manual from scratch — alignment, essence, personality, positioning, logo system, typography, colour, brand graphics, architecture, and every touchpoint from box and mailer through uniforms, lanyards and badges. Deliberately a document the team could keep running without me. Directed social content against that positioning and rebuilt the paid advertising to match it.
Outcome
Monthly sales went from roughly IDR 400 million to IDR 6–7 billion — around fifteen times, on the same product line. The brand closed last year at approximately IDR 70 billion, near USD 4.3 million.
