Done Proper — A brand platform for a new generation of freethinkers.
Since the beginning, Brixton as a clothing brand has stood for history’s freethinkers—confident in who they are but curious about the world around them.
They’re not white-collar and they’re not blue-collar. They’re new-collar, and it’s the way they live, look, and show up that makes them proper. To amplify and outfit these individuals, we helped recruit the next generation of Brixton customers through a fully integrated campaign.
“Done Proper” was our rebranding campaign for A/W19 to redefine what it means to be proper while positioning Brixton as the voice of the new-collar class. Working closely with their internal team, we connected with a roster of style tastemakers from around the globe to activate their followings.
We outlined a messaging strategy, go-to-market plan, and a new visual identity—helping to execute a communication strategy, print and digital activations, retail installations, influencer marketing, and successful video series.
Amid fast fashion and disposable trends, Brixton sought to promote its timeless, new Americana values to forge a deeper connection with consumers. To execute on this ask, we had to reverse-engineer the brand and rediscover its core value proposition.
We found that, since its inception, it has always been inspired by the past—from its vintage-style apparel to its analog visual identity. And nothing is more timeless than style and propriety. To build upon this and mobilize the emerging new-collar class, we wanted to shatter what it meant to be proper in today’s day and age and let people define it on their own terms.
BRANDING & ADVERTISING
We defined “Done Proper” as the brand’s philosophy and used it as the foundation of an omnichannel campaign. With the help of several handpicked influencers, our goal was to promote Brixton as both a culture and style-led brand across social media, video content, digital, and in-store retail.
Bringing the brand to life from in-store to digital.
To reach this new-collar class, 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.
Curating a roster of style icons to help define propriety.
As a means of encapsulating the “Done Proper” mindset, we looked to different influencers to be ambassadors of this lifestyle. The brand wanted to reach markets in different regions, so it was imperative that we selected people that represented not only different countries but different styles and attitudes.
We worked with the Brixton team to curate a list of freethinkers and eclectic style icons from all over the globe, including Kenny Anderson, Dolan Stearns, Donta Hill, Nuria Val, Julian Klincewicz, and Benjamin Booker. More than just photographers, models, and skaters, they’re multifaceted individuals with interesting stories to share.
Introducing the world to Threads.
With our roster of influencers set, we worked with them on Threads, an interview series that reflects their 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.
We created shoppable previews of the full Threads videos that tease the browsing and product styling segments of the interviews.
The pre-roll ads show the tense, raw moments before any questions are answered.
The full videos walk through the complete Threads experience with each influencer, from browsing to suiting up. Each video links to the website, where visitors can shop similar looks.