Flannel Design, brand and design retainer.
Flannel is an Australian design and brand client on a long-tenured creative retainer. The engagement covers creative output. Paid media is not managed by us on this account.
Flannel Design: a creative retainer with no media management attached.
The design system is the anchor. Locked tokens for colour palette, typography, photography style and layout, brand guideline enforcement and design-system documentation, maintained across years of output.
Brand collateral runs across print and digital: brochures, capability statements, look-books, presentations, sales-team enablement, event material and presentation templates, all produced inside that system.
Ad creative is produced in the same chassis for Meta, Google and LinkedIn, in the formats each placement takes, carousel, video, static and motion frame. The variant pipeline is built for a paid-media testing cadence, creative-direction led, with AI-augmented variant production where appropriate.
Email design sits in the system as well. Klaviyo and Mailchimp templates on a shared chassis, dynamic-content variants, and transactional email held to the same standard as the campaigns.
One design system feeds email, paid and brand collateral, on a retainer that renews month to month. Social-attributed purchases rose 209% across the retainer, 209.42% precisely, and email revenue improved 48.3%.
Pure-design retainer, creative output without media management.
Locked-token design discipline
Brand + design-system maintenance, locked design tokens (colour palette, typography, photography style, layout system), brand guideline enforcement, design-system documentation, on-going brand evolution. The asset that survives across years of creative cadence.
Print + digital + presentation
Brand collateral production, print collateral (brochures, capability statements, look-books), digital collateral (presentations, sales-team enablement), event collateral, presentation templates. Brand-coherent across every output. Print collateral →
Variant pipeline within the chassis
Ad creative production within the brand-aesthetic chassis, Meta + Google + LinkedIn creative, format-specific output (carousel, video, static, motion-frame), variant pipeline tuned for paid-media testing cadence. Creative-direction-led, AI-augmented variant production where appropriate.
Klaviyo + Mailchimp template discipline
EDM design output, Klaviyo + Mailchimp template design, brand-aesthetic-aligned template chassis, dynamic-content variant design, transactional email design discipline. Brand-coherent email design that survives across years of cadence.
Some clients want creative output, not media management.
Not every client wants their agency managing paid media. Some have an in-house media team, or a separate paid-media partner, or simply prefer to keep media in-house while outsourcing creative. The pure-design retainer is the engagement shape for those clients.
The output is creative, brand collateral, ad creative variants, EDM templates, design-system maintenance, presentation design, without the agency taking on paid-media management. Senior creative direction on every output, brand-aesthetic discipline applied across the channel mix.
Flannel Design ran the long-tenured pure-design retainer pattern across the 121 Group book. The same engagement shape works for clients who keep media in-house and outsource creative + design.
Social-attributed purchases across the creative retainer
One design system feeding email, paid and brand collateral
Continuous creative retainer, renewed month to month
Flannel, the quiet-luxury world we market.
What did 121 Group do for Flannel?
121 Group ran paid social, LinkedIn and email marketing for Flannel.
What industry is this fashion and beauty case study in?
Flannel operates in fashion and beauty. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach fashion and beauty marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Need creative output without media management?
Thirty-minute call. We'll look at your current creative cadence, your design-system state, and the right size of pure-design retainer for the brief.