Case Study: “ma-pa chicago” – creating a cohesive brand narrative for a fluid retail space
Client: ma-pa chicago
Industry: Fashion / Interior Design / Art
Location: Portage Park, Chicago
Project Type: Social Media Kick-Starter Program
Timeline: 3 Months
Agency: the PR Poet
Executive Summary
ma-pa chicago is a curated and sustainably sourced interior design and vintage clothing shop based in Portage Park, Chicago.
Founded by local interdisciplinary artists, the early-stage start-up shop partnered with the PR Poet to help begin the process of developing their brand narrative. The goal was to help grow their audience by clearly communicating aspects of ma-pa’s fluid retail space, while also reinforcing their raison d’etre—you don’t have to be rich to live a beautiful life.
In just three months, we delivered a social media audit & recommendations, content strategy, content calendar, and brand storytelling strategies that led to a 20.2% increase in views, converting to a 24.1% increase in new followers.
About the Client
Founded in December 2024, ma-pa chicago is a curated shop that specializes in high-quality, vintage clothing. With a focus on sustainability, the brand caters to socially-conscious customers and artists who value unique and imperfect design and textile aesthetics. Their brand identity currently blends the owners’ rural roots with an urban social consciousness. They offer vintage clothing, handcrafted goods, interior design pieces, and personal styling services.
The Challenge
The client wanted to increase their capacity, structure, and brand storytelling direction.
There are several successful vintage clothing brands in Chicago. ma-pa knew they needed to identify and double down on what made them different from other brands.
Inconsistent communications regarding shop hours, brand values, and the products and services they offer left their community uncertain about who ma-pa is.
Goals & Objectives
Conduct Social Media Audit & Recommendations
Create a Monthly Calendar and Review Process
Streamline Content Pillars
Storytelling
Product Focus
Community Building
Strategy & Implementation
Social Media Audit & Recommendations
We conducted a social media audit to assess what content was working and what was missing from ma pa’s overall brand narrative. From the audit, we created a content strategy for the next two months.
It was important to the client to not just focus their content strategy on sales, but building relationships and goodwill in their community. We designed a strategy that would prioritize building trust and familiarity with their existing audience, and slowly start integrating more product-focused content in the months that followed.
Content Calendar & Creative Storytelling
Key Messaging:
Conducted an 1-hour interview process to identify the owners’ core values, personal stories, and how that could be tied to their vision for the shop and used as evergreen content.
Started experimenting with a poetic brand voice reflective of ma and pa themselves, but a little more tailored to a strategic message about the overall brand and its offerings.
Honed in on sustainability messaging – what does sustainability means to ma-pa – philosophically and practically?
Content Creation:
Captured content of the owners in various quintessential “ma-pa” outfits.
Produced brand identity-focused content: who is ma-pa, who is ma, and who is pa.
Produced their first #OOTD date night reel featuring three looks, and asking their audience to provide input on which look they should wear.
Shot & edited photos, announcement content, and produced and edited a video reel for their debut sustainable interior design collection.
Produced a storyboard on the ma pa brand – a living meditation.
Shot, edited, and produced reel on the developing ma-pa brand identity.
Calendar Refinement
By the third month, we were able to start refining the types of content that ma-pa shares into three pillars: brand storytelling, product focused content, and community engagement offerings through events, etc.
Results
Views: 48,050
Interactions: 1,264
Social Media Audience Growth: 24.1% increase
Client Testimonial: "Working with Stephanie, the founder of the PR Poet, has been so helpful in developing our brand identity as well as forming mission cohesion through storytelling. Stephanie is so professional and meets you where you and your business are at. She carefully listened to our very broad goals and helped refine them into steps for us. It's been so much fun and inspiring to work with her."
Lessons Learned
Storytelling rooted in real values with a streamlined system can effectively drive audience growth and brand love.
Human-centered, visually interesting content engages new conversations and helps consumers understand how to bring ma pa into their own lifestyles and community.
Building internal structures and refining content pillars as new insights emerge is an essential strategy for quality storytelling.
Conclusion
ma-pa chicago is successfully evolving from a vintage shop into a lifestyle brand recognized for its commitment to style and sustainability.