THE NEW EXPLORER

A fresh take on Brixton’s ethos of “Inspired by the Past / Built for the Present” brought to life for the Spring / Summer Brand Campaign.

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

Fresh out of a newly imagined brand re-positioning “Done Proper”, Brixton needed to bring this value system to life. The direction was clear, it needs to be bright and optimistic, capture the vintage influence, and most importantly confidently play in the same space as other premium brands.


APPROACH

Brixton’s product team finds inspiration from a wide range of sources, but all with a clear point of view. Taking the design teams’s seasonal theme of “The New Explorer” as the jumping off point, we imagined an array of different situations the product line was designed for: The city, the ranch, the roadtrip, the hotel, camping, or anywhere else you can spend your days with your friends and neighbors.

In the setting of a studio we found that premium feel while giving the people and product its place in the spotlight without losing a sense of story and excitement. Here we let the story unfold, character by character, week by week, strategically as the product capsules are released throughout spring and summer.

Welcome to the whimsical world of The New Explorer.

The Holiday Gentleman & Hooligan / Lady Rebel

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

The holiday season is Brixton’s largest season for DTC sales with 70% annual sales coming in a short 2 month window. This means they have to capture the attention of the consumer has to be fast and in the right way. This season we challenged ourselves to bring the seasonal design theme to life in a meaningful way while creating enough stories and assets to cover all the needs for the long and grueling holiday selling season.


APPROACH

Brixton has a history of partnering with creative and talented people that align with the creative and aesthetic foundations of the company; A vintage inspired aesthetic Done Proper. This season we partnered with genre-bending musician Samm Henshaw and classically trained actress / model Bar Maldonado and met them at their home base in London. Here we expose their personal style and highlight their various talents all set in the everyday textures of suburban England.

SUSTAINING THE SHOPPING SEASON

Brixton has a vast product line and multiple channels of distribution and specifically with a Holiday season. This means we typically begins as a standard season but then pivots into specific channel shopping and promotional messaging required a thoughtful approach to how we fulfill the various needs in strategic manner. Creating deep well of varying assets around key products and promotion strategy was key to the season’s success.

The Bowery: The Flannel For All

It’s as simple as it’s stated. The Bowery Flannel is a timless piece that is wearable for all. See for your self. 

Strategy
Creative Direction
Art Direction
Design

CHALLENGE

The Bowery Flannel is a cornerstone product for Brixton. Besides headwear, flannel is what Brixton is known for. What is not known is the amount different fits, materials, patterns, and extended sizes available. Brixton truly provides Flannel For All.



APPROACH

Brixton has strong roots in Southern California, specifically Oceanside, CA. This small coastal town is a tight-knit blue collar community built around skilled craftsmen, artists, musicians, surfers & skateboarders which has always been the major influence on Brixton’s identity. For the Bowery Flannel campaign we gathered 25 friends of the brand to hangout for an afternoon and have their photo taken. What came of it was portrait of Oceanside and the many walks of life that reside there. And oh yeah, a great illustration of how the Bowery Flannel is worn by all walks of life and is truly a garment for all.

SUSTAINING THE CAMPAIGN

To continue the story of a single flannel wearable by all, we moved from the story of all to a story of specifics. Through print advertising, social media, email marketing, and digital ads we focused on individual people by showing their unique personality through a series of portraits while also featuring the specific Bowery they are wearing with product photos and details. This gave Brixton the opportunity to continue to celebrate where they came from and what they proudly make.