Social media
SVYATAYA is a Russian clothing brand founded in 2014. Its aesthetic is based on femininity, sensuality, and an authentic take on familiar silhouettes. The assortment includes women's and men's collections, basics, evening wear, lingerie, swimwear, outerwear, and accessories. SVYATAYA's visual character is built on a combination of minimalism, provocation, and expressive fashion aesthetics. A calm base palette coexists with contrast accents, metallic textures, and recognizable brand imagery.
CSG's task was to comprehensively restore and strengthen SVYATAYA's digital infrastructure. The project had existed for many years, and the website contained a large amount of outdated and incorrectly implemented code. It was required to conduct a technical audit, rework key user scenarios, restore the online store's stability, and prepare it for further development. At the same time, it was necessary to update the brand's visual system, create new identity elements, build communication in social media, CRM marketing, SEO, and contextual advertising.
At the first stage, we studied the existing SVYATAYA digital system, user scenarios, catalog structure, and the website's technical condition. Special attention was given to legacy code, accumulated errors, integration performance, and the logic of user interaction with the online store. The audit allowed us to identify critical points affecting website stability, checkout speed, and further project scalability. Additionally, we analyzed fashion brands' visual communication, the competitive environment, and SVYATAYA's audience characteristics.
The updated visual system is based on the contrast between minimalism and provocation. An achromatic palette, metallic textures, and precise typography are combined with more emotional imagery: hearts, lips, horns, and fluid three-dimensional graphics. This approach continues SVYATAYA's character and allows the brand to balance between basic fashion aesthetics, sensuality, and visual boldness.
As part of the project, we refined the existing branding system and created new identity elements for digital communications, gift certificates, advertising materials, and social media. The brand graphics were expanded with three-dimensional metallic elements, variable compositions, and contrast accents. The new solutions made the visual system more flexible and adaptable to different collections, promotions, and seasonal campaigns.
For SVYATAYA, an additional system of decorative elements was developed to support the brand's character. It included three-dimensional hearts, lips, horns, metallic signs, graphic patterns, and variable compositions with the logo. The elements were used on the website, in email campaigns, social media, advertising materials, and gift certificate designs.
At the start of the project, the SVYATAYA website contained a large amount of outdated legacy code and technical solutions that limited the project's development and made administration difficult. The CSG team completely dismantled the existing architecture, eliminated critical errors, and reworked the main sections of the online store. We updated the catalog structure, category and product pages, menu, search, filters, cart, checkout, and user personal account. The interface was adapted to the brand's current needs and ensured proper functionality on desktops, tablets, and mobile devices.
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The site was connected to an electronic gift certificate system, and a loyalty program with bonus accrual and usage in the personal account was developed. The team refined the integration with 1C and RetailCRM, including the transfer of orders, customer data, product information, stock levels, and processing statuses. We also connected additional CRM modules, tested data exchange, and monitored the correct operation of integrations.
For SVYATAYA, a new visual social media system was developed, continuing the brand's character and the overall aesthetic of the online store. We designed publication and story templates, product cards, advertising formats, lookbooks, and collection launch materials. Visual communication combined fashion content, catalog presentation, lifestyle shoots, and expressive typography.
CSG provided full social media management for SVYATAYA. The team developed strategy and content plans, created visual concepts, prepared copy, publications, stories, reels, and advertising materials. The content accompanied collection launches, promotions, seasonal campaigns, and special offers. Social media were connected to the website, CRM communications, and advertising activities, forming a unified digital brand system.
For six months, CSG was responsible for SVYATAYA's CRM marketing. We regularly worked with the customer database, segmented audiences, and created separate communication scenarios for different buyer groups. The team developed email structures, visual concepts, banners, and copy, handled layout, setup, and delivery of email campaigns. The communications accompanied new collections, promotions, sales, special offers, and repeat sales.
Additionally, we prepared and sent WhatsApp newsletters. For each message, adapted banners, copy, and website transition scenarios were developed. WhatsApp was used for presenting new products, promoting sales, bringing customers back, and quick communication with the customer base.
For six months, the CSG team handled comprehensive SEO promotion of the SVYATAYA website. We performed technical optimization, worked on catalog and landing page structure, adjusted metadata and internal linking, fixed indexing errors, and improved commercial factors of the site. The work was connected to the overall redesign of the online store and gradually increased the site's visibility in search engines. At the same time, we ran contextual advertising for the brand on Yandex.Direct. The team developed campaign structures, semantic core, ad copy, audiences, and landing pages.
CSG's comprehensive work united the website, CRM marketing, social media, search promotion, and advertising campaigns into a single system. We restored the technical stability of the online store, reworked key user scenarios, strengthened visual communication, and established regular work with the existing customer base. According to internal project data, during the collaboration period SVYATAYA managed to overcome a crisis stage and achieve its highest sales figures in the last five years.
