A brand new challenge for Karen Adie

After years of creating and managing brands for clients, former Gatecrasher senior account director Karen Adie (near left) has launched one of her own.

A redundancy from the agency last year was the impetus for Adie to take the plunge and experience the business from the perspective of a brand owner. Adie formed a partnership with friend and neighbour, Georgina Lewis (far left), a graphic designer, and the pair have created Convict – a new handbag and accessories brand targeting tourism markets but with a fashion/design appeal.

“Advertising has given me the knowledge and confidence to take something like this on,” said Adie. “I am also lucky to have a business partner who has complimentary skills, as well as a shared design aesthetic and a mutual love of handbags! Creating the brand has been an incredibly enjoyable process, from naming, conceiving the brand story and tone of voice, right through to road testing the handbag designs.”

Convict launches this month with a public relations campaign from Sydney’s Mother & Father PR and social media campaign from the Convict team.

Check out the Convict range here.