Symbology was a fair trade fashion venture deeply committed to empowering women from West India and the Gaza Strip.
My focus included email marketing, crafting tweets and leveraging the power of Instagram. With a structured social media calendar and some favorable algorithmic winds, we not only met but surpassed our Instagram engagement goals by 50%.
Thanks to 1789 Venture Labs, we introduced innovative QR codes that redirected users to artisan-focused videos as part of our “Behind the Seams” campaign, enhancing the storytelling aspect of our brand.
One of my earliest projects joining the team was to propose a complete revamp of our web content. As Symbology’s primary revenue stream emanated from online sales, rebranding the website could significantly impact the company’s image and financial performance. We aimed to align our brand with the spirit of our Symbologists – bold and captivating. We streamlined our web fonts, adopted a minimalist design direction and migrated from WordPress to Shopify, a monumental task for an e-commerce business with vast data.
Through this experience, I came to appreciate the beauty of preserving traditional handcrafted techniques such as block printing, screenprinting, and embroidery. I realized that exposure to STEM disciplines could fuel creativity, drive business and elevate the storytelling experience through video. Reflecting on this, I am profoundly humbled to have played a role in Marissa Heyl’s vision and taking a small part in impacting the lives of the artisan women, wives and mothers that made Symbology, Symbology.
Jan Mactal | Design + Marketing 
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