CHALLENGE

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.

APPROACH

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.