DONE PROPER
Digital Marketing / eCommerce / Campaign Strategy
Role: Art Direction, Design, Marketing Strategy
Team: Creative Dept, Basic, Micheal Cukr, Travis Ferre
A new brand campaign we had named “Done Proper” had been developed into our overall branding and visual system during the previous quarter. For the beginning stages we partnered with our friends at Basic who helped give us the foundation for what would become the central theme of our new consumer facing brand identity.
Brixton already had a strong brand history with years of rich photography and design, so I knew with the right ingredients we could build on the strength of our heritage, and create something fresh and meaningful that works across print and digital.
The Campaign
“Done Proper” was our rebranding campaign for Fall 2019 to redefine what it means to be proper while positioning Brixton as the voice of the new-collar class. Working closely with Basic's team, we connected with a roster of style tastemakers from around the globe to activate our followings.
We outlined a messaging strategy, go-to-market plan, and a new visual identity — executing a communication strategy, print and digital activations, retail installations, influencer marketing, and successful video series.
DESIGN
Platform
Application
To reach our audience, we had to meet them where they were. So, we promoted our collection on three fronts: social media, web, and in-store. Across these different touchpoints, we leaned into a vintage art direction to evoke a sense of timelessness while striking a balance between sophistication and grit. Inspired by the individuality of the new-collar class, we utilized a serif typeface, analog textures, handwritten copy, and nostalgic photography.
We also needed to be careful when scaling the direction we were heading into the necessary digital components. This required a stripped-down approach of the print application for our site capabilities ad well as the user's natural social media habits and expectations.
I was responsible for injecting the theme into all touch points across digital, including the website experience, organic and paid social, display advertising, as well as helping manage in-store and printed materials.
SOCIAL
DIGITAL EXPERIENCES
Executions
Editorial Content & Video Series
We created an interview series that reflects our ambassador's individual styles and stories. We used it as an opportunity to explore the past, present, and future of each influencer and why they show up the way they do, allowing them to scour the racks at the Brixton headquarters for outfits. "Threads" launched on YouTube and Instagram to an overwhelmingly positive response.
From there, we took the content and created previews, trailers and other cut-downs to serve natively on our channels as well as serving ads. We focused on showing the genuine moments, while layering in CTAs that promoted our featured products.
Custom PLPs
