Date Published (3.31.20)
Read Time 0 Min

We helped reposition the lifestyle brand for its future with a fully integrated campaign.

  • Work
Introducing “Done Proper,” a Rebranding Campaign for the Brixton Brand

Brixton is a lifestyle brand that was founded on the basis of curiosity and freethinking. Its team needed a way to appeal to a new generation of customers while maintaining its conceptual foundation, so we were tapped to help strategize a soft rebrand.

Paying homage to Brixton’s working-class roots, we came up with the tagline “Done Proper” to play into the brand’s “new-collar” muse—developing a fully integrated campaign across social, video, digital, and in-store. Along the way, we called on style icons and tastemakers from around the world to help the brand redefine propriety in the modern era.

“Our goal was to authentically capture the spirit of cultural icons who turn heads when they arrive,” said BASIC® VP of Creative Steve Denekas. “You know, the folks at the end of the day that you want to meet, understand, and learn from.”

With the rise of fast fashion, the apparel industry has become more frivolous and disposable. Knowing that Brixton is a brand steeped in heritage, we wanted to restore meaning to timeless, essential style and that meant revisiting its humble origins.

This nostalgia was reflected in the new visual language and communication strategy. We updated Brixton’s art direction standards within print, social, and digital—pulling together analog textures and other tactile elements to unite the design system.

Read on here to get the full breakdown of our partnership.


Founded in 2004, Brixton is the collaboration of three friends who wanted to convey their lifestyle through unique products. The clean, classic design of the Brixton collection has a modern yet timeless feel, and each piece is constructed with the commitment to bringing their customers quality products they’ll want to hold onto forever.


BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.

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