Client

Brixton
Done Proper.

Ask

Brixton had nailed their target audience for years: edgy tattooed artists with fixer-upper motorcycles in their garages. But what happens when they grow up?

Solution

Open the aperture. We identified a matured wider audience and reimagined the brand for them (without ostracizing those loyal brand fans from the start).

Result

The “Done Proper” campaign. Set the table for multi-store retail expansion.

After refreshing their brand positioning and customer demographic, we identified heroes and highlighted “Done Proper” through their day-in-the-life stories.