After refreshing their brand positioning and customer demographic, we identified heroes and highlighted “Done Proper” through their day-in-the-life stories.
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?
Open the aperture. We identified a matured wider audience and reimagined the brand for them (without ostracizing those loyal brand fans from the start).
The “Done Proper” campaign. Set the table for multi-store retail expansion.