PIA
SERVICES | PR Strategy, Creative Direction, Packaging Design, Experience Design, Content Development
PIA Voices is a community-building PR project designed to amplify the inner worlds of PIA women - those who express their creativity from within, listen to their instincts before trends, and choose to dress for self-expression rather than impression. Women who can be both masculine and feminine, strong and vulnerable, bold and soft, all at once.
Our team was responsible for designing the full PR experience for PIA Voices. This included developing the campaign concept, crafting the narrative behind the community-led approach, designing the two-layer PIA Voices box, creating the question cards, and shaping the flow that transforms each recipient into an active voice of the PIA community.
At the heart of the project lies the two-layer PIA Voices box, created as a tactile, intimate invitation into the PIA universe. When the lid is opened, recipients are greeted with a seasonal surprise — flowers, cake, champagne, or a celebratory detail curated for that moment. Opening the drawer reveals a PIA product and a card envelope containing three reflective questions.
