Data-Driven Visual Strategy Project
Maison Meta X Istituto Marangoni London
Istituto Marangoni London has launched an innovative collaboration between its MBA Digital Transformation and Leadership for Fashion programme and pioneering creative agency Maison Meta. Led by Programme Leader Katherine Boxall, this forward-thinking initiative challenged students to explore how data analytics and digital technologies can inform creative brand storytelling and strategic decision-making in the fashion industry.
Working in pairs and under the direction of Unit Tutors Kristina Ultimo and Matthew Dixon, students were invited to design a digital visual strategy for a chosen fashion brand, leveraging real data and generative AI tools to enhance communication and impact across fashion audiences.
What role does data play in shaping the visual storytelling and strategic direction of modern fashion brands? This was the central question posed to MBA students at Istituto Marangoni London through their collaboration with Maison Meta.
Acting as digital strategists, students conducted research-driven brand investigations using data analysis to identify future-facing consumer trends and segmentation opportunities. Each pair selected a fashion brand and developed a data-led visual strategy using cutting-edge digital tools including AI, AR/VR, NFTs, and gamification technologies.
Inspired by the belief that “digital storytelling is a powerful way to unlock emotional resonance and commercial clarity,” students were tasked with visualising insights in formats that speak to both brand tone and target audience. The process combined critical analysis, digital experimentation, and ethical considerations regarding the use of AI-generated content. Throughout, students received strategic guidance from Unit Leader Katherine Boxall and the expert direction of Maison Meta.
The initiative aims to equip students to harness digital technology and data for storytelling and strategy within the fashion industry
The project encourages the use of creative digital tools to effectively communicate brand narratives and consumer insights.
The project provides students with real-world consultancy experience through a collaborative brief with Maison Meta.
The challenge urges students to develop critical thinking, technical application, and reflective practice within the evolving landscape of fashion technology.
The project culminated in a 15-minute group presentation in which each pair showcased a fully developed digital visual strategy. Presentations documented the entire creative journey—from data research and segmentation to AI-generated visual outputs—highlighting strategic decision-making and critical reflection throughout the process.
Students also submitted an individual 1500-word rationale, offering in-depth reflections on their collaborative practice, digital experimentation, and personal learning trajectory. Together, these submissions illustrated the students’ ability to merge analytical rigour with creative agility—key skills in the future of fashion leadership.
This collaboration underscores Istituto Marangoni London’s commitment to shaping digitally fluent professionals capable of navigating and leading fashion’s ongoing transformation.
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