Brixton — A fresh collab just in time for spring
A few years ago we sat down with Brixton to look back at their past and imagine the brand’s future together. The result was Done Proper, a new articulation of the brand mindset centered around timeless, essential style.
Fast-forward to 2022, Brixton found itself surrounded by hyper-accessible fast fashion, in a crowded category where everything looked the same and felt cheap. The challenge in front of them became about separating from the pack without forgetting their roots — reinforcing a sense of quality and style that can’t be copied.
We saw an opportunity to sharpen Brixton’s brand identity, from its visual makeup to how it talks and the ways it shows up in the world.
First, we reimagined Done Proper as an iconic, handwritten “signature” that evoked craft and authenticity. The new mark and would serve to connect their marketing and retail efforts for years to come, while still allowing the brand to flex in exciting, unexpected ways.
For its seasonal campaigns, we helped Brixton crystalize a point of view on world-building around their collections. Taking cues from high fashion, each campaign would be episodic, bringing forward new scenes and characters each week. Spring 22 became the first example of the new model — a milestone in the evolution of the brand.
Brixton’s Spring 22 collection was a humble take on the outdoors that isn’t always far from home. Comfortable, but refined. Together we developed a campaign look set in a minimal studio space, and paired provocative photography with elevated design and messaging that read like song lyrics from the voice of the brand.
Brands only get a few seconds to make you feel something, so we took Brixton out of its comfort zone to a more conceptual, fictional place. We stripped away everything but the essentials to show a modern view of the brand that’s iconic at a glance, but purposeful in every detail.
Scenes from our world.
A twelve-week digital campaign showing a cast of characters in their natural habitats. Each scene shined a light on a different breed of “New Explorer” representing the brand’s diverse set of muses.
“In partnering with BASIC, Brixton gained tremendous insight into multiple aspects of our brand’s creative strategy and process. BASIC was instrumental in helping us both articulate as well as creatively deploy our brand DNA across our website, social platforms, and other supporting touch points. Focusing on the strategy and tactics we developed with BASIC, we saw results that validated our approach.”
Davide Mattucci, VP Brand Marketing
lift in traffic23%