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We believe every accessory should be as individual as you are. As perfect. As incessantly fun. That it should reflect you, not merely itself. That it should lift you up. So you can go farther. Do more. Be more. So you can impress the woman in the mirror. That’s why we created ZAXIE. Fun, glamorous, fearless.

So you can shine in every moment that matters. We just provide a bit of the sparkle.

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BRAND DNA®

  • Glamorous
  • Approachable
  • Fearless
  • Premium

We believe every accessory should be as individual as you are. As perfect. As incessantly fun. That it should reflect you, not merely itself. That it should lift you up. So you can go farther. Do more. Be more. So you can impress the woman in the mirror. That’s why we created ZAXIE. Fun, glamorous, fearless.

So you can shine in every moment that matters. We just provide a bit of the sparkle.

Assignment

  • Define an ownable value proposition, look and feel for the brand
  • Design and develop a unique ecommerce experience in a cluttered competitive space
  • Support the launch of zaxie.com with a digital and social strategy
  • Drive awareness, consideration, and persuasion; create disruption among DTC shoppers

Target

Women 25-45+ across diverse demographics who love sparkle, color, and fun. Putting together an outfit means adding just the right accessories as the “ finishing touch.”

Insight

Research showed the accessories consumer celebrates herself and milestones in her life. Some of these celebrations are for traditional occasions– such as a wedding, vacation, or date night – and others are impromptu, e.g., getting a promotion at work. To pull her look together, she makes accessories purchases with occasion-specific needs in mind.

Strategy

Brand Platform: Sparkle Like You Mean It.  As a brand created by women, for women, Zaxie believes that every woman has the right to shine and deserves a little bit of sparkle for all the moments in her life – big of small.

Execution

To mirror the consumers’ shopping habits, and bring our platform to life, Toth+Co designed and developed a moments-based ecommerce experience featuring a fun and sparkly look and feel. This creative expression was captured at a lifestyle and content photoshoot and applied to the site, social media and email marketing.

To drive awareness, engagement and traffic to the site, Toth+Co developed a digital and content strategy that  brings to life the brand’s positioning, while showcasing all the occasions Zaxie is perfect for to align with our target’s lifestyle, with key touchpoints including social media, PR, PPC and email marketing.

An influencer marketing campaign that brings to life the different occasions Zaxie is perfect for through the use of ‘Sparkle Ambassadors’ will be executed to coordinate with PR efforts and kick start the brand launch.

Results
Brand launch in April 2018.

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Optimism

Optimism is the belief that anything is possible if you put your mind to it.
It’s the power to change, to make the world a better place.

Optimism is our life philosophy and business strategy.
When you believe in better, it creates the space for it to exist.

The Videos


Dreamt up by our late
founder, Mike Toth, as
he was battling throat cancer,
these videos tell an uplifting
story about finding the
silver lining in
life’s challenges.

Watch Videos

Create Optimism


To us, line art
symbolizes the future’s
vibrant colorful potential.
Upload any JPG file below to
create your own customized
Optimism line art.

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MIKE TOTH

1952 – 2014

Mike taught us to find the soul in things: people, brands, ourselves. The soul is our true north, and it must be coveted. We rely on it when the waters get rough. When storms roll in. When we lose our way.

Technologies change. Trends come and go. Seasons pass. New generations carry on. Toth+Co looks to the future with fresh eyes, innovative minds and exciting new talent. The waters out there are uncharted, but we’re following our true north, just like Mike taught us.