Crafting Your Brand 2026
FASHION BRAND DEVELOPMENT ACCELERATOR FOR CARIBBEAN DESIGNERS
Day One sets the tone for a practical, creative sprint. You’ll build clarity, choose a single consistent voice, and link story to product so your brand lands in both the head and the heart.
FASHION BRAND DEVELOPMENT ACCELERATOR FOR CARIBBEAN DESIGNERS
Welcome.
Day One sets the tone for a practical, creative sprint. You’ll build clarity, choose a single consistent voice, and link story to product so your brand lands in both the head and the heart.
OneWeek Intensive — Monday 19–Friday 23 January 2026
Time — 6:00–8:00 pm Eastern Caribbean • 5:00–7:00 pm Jamaica
Format.
5 days of live sessions via Zoom (10+ hours of teaching)
1 day of individual mentoring
Doingfocused work: Commitment, action, accountability
Small cohort: Limited to [XX] participants for individual attention and rich group interaction
Stateoftheart trend input; a holistic approach across intentionality, mindset, and strategy
Instructor — Marcella Echavarría
Marcella Echavarría is a lifestyle specialist. She collaborates with designers and artisans around the world, developing links that connect local knowledge with global trends. Her specialty is branding luxury and sustainability in a way that preserves cultures and traditions. Marcella has 25 years of handson experience starting businesses, establishing bridges between cultures and people, and integrating sustainability and profitability. She founded SURevolution in 2005, one of the first global brands to link luxury with the handmade. In 2010 she started her consulting firm focused on branding and creative communication. She holds a bachelor’s degree from Brown University, a master’s in sustainable development from Universidad Jorge Tadeo Lozano, and a career in publishing as editor of Harper’s Bazaar and Hand/Eye and contributor to Selvedge, Vogue, House & Leisure, Cover, Trend Tablet, and Wallpaper, among others.
“Branding is the tangible representation of a company’s strategy. It is a way to distill the essence and communicate it efficiently to the relevant audiences.”
DAY FOUR
Social, Storytelling & Community
From visibility to trust
Define the purpose of your social presence before posting
Structure Instagram as a strategic brand ecosystem
Build a consistent content cadence rooted in values
Use hashtags, tagging, and UGC to grow reach organically
Read analytics to optimize timing, formats, and performance
Prioritize video and human storytelling
Turn community, trust, and dialogue into long-term sales
Explore Day Four →
Build community, credibility, and momentum
DAY ONE
Crafting Your Brand
Clarity, voice & strategy
Understand branding as strategy made visible—not aesthetics
Define who you are, why you exist, and what makes your brand distinct
Choose one clear brand voice: person, place, process, or purpose
Align archetype, tone, and decision-making
Connect story with product reality: iconic product, pricing, quality, channels
Reframe luxury around meaning, provenance, and sustainability
Create a Brand Manifesto and foundational storytelling language
Explore Day One →
Build the strategic foundation of your brand
DAY TWO
Purpose, Craft & Cultural Relevance
Meaning as the new luxury
Decode the cultural shifts shaping today’s consumers
Understand why purpose, craft, and transparency drive trust and desire
Learn how independent brands win through fewer, better products
Map consumer mindsets and align messaging accordingly
Benchmark your brand against relevant peers
Sharpen and validate your Unique Value Proposition (UVP)
Position your brand for long-term relevance and credibility
Explore Day Two →
Position your brand where meaning meets demand
DAY THREE
Regeneration, Ethics & Materials
From values to proof
Move beyond sustainability toward regenerative brand thinking
Build materials literacy: fibers, dyes, durability, and lifecycle impact
Design products for longevity, care, and repair
Understand ethical collaboration and avoid cultural appropriation
Integrate inclusion and body-positive storytelling into your visuals
Translate values into daily brand practices and customer actions
Strengthen trust through proof, not promises
Explore Day Three →
Turn ethics into a competitive advantage
