Sonamu New York repositioning creating 89.6% Q1 Profit Acceleration and 24.7% increase in YoY revenue.

Material Signals for Digital Retail

A repositioning and marketing system for Sonamu New York, a premium Korean leather accessories brand built across Amazon, DTC, packaging, product storytelling, and campaign assets. Quiet leather accessory brand became a faster, sharper visual system for digital retail. The work explored how material quality, cultural translation, SKU logic, and platform-native visuals could turn a simple smartwatch band into a clearer brand signal less anonymous leather good, more recognizable product language for a younger digital audience.