Our Work
Crep City creating a culture
**Case Study: Revitalizing Crepe City – Connecting with Culture for Success**
**The Problem:**
Crepe City, Europe’s largest sneaker festival, found itself in a transitional phase with stagnating ticket sales and increased competition. The challenge was to differentiate itself and increase its appeal to a diverse audience.
**The Solution:**
Recognizing the brand’s strong foundation, we identified a key missing element – a connection with its cultural roots. By harking back to the iconic moment when Run DMC celebrated Adidas sneakers, we aimed to reignite the cultural significance of Crepe City.
**The Action:**
To infuse the event with cultural relevance, we prioritized artist interactions. Starting with UK’s top hip-hop artist Rimzee and talent such as kenny Allstar ,Youngs Teflon , Teezandos , Tiny Boost , Cristalay, we integrated interviews, performances, and exclusive merchandise giveaways. Building on this success, we expanded the lineup to include other influential artists and DJs, adding street credibility and culture to the event.
**The Outcome & Feedback:**
The strategic shift led to a remarkable turnaround for Crepe City, enabling expansion to additional cities and reinforcing its position as a cultural hub for sneaker fans. The feedback from attendees highlighted the enhanced experience and deeper connection to the cultural elements of the event.
**Our Responsibility:**
As the brand agency behind the transformation, our role included curating the event stage, managing talent bookings, overseeing technical aspects, and enhancing social media promotion through artist collaborations. We also facilitated merchandise sales, ensuring a seamless execution of the revitalized Crepe City experience.
By re-establishing the cultural significance of Crepe City and enhancing the overall event experience through artist collaborations, we successfully set the brand on a path to greater success and expansion.
Amplifying a DJS Brand
Title: Case Study: Amplifying a DJ’s Brand through Merchandising Innovation
Background:
The brand agency was approached by a renowned radio one headline DJ, Kenny Allstar, who sought to expand his brand by leveraging merchandising to engage with a wider audience of followers. His team had collaborated with a top designer, known for creating Drake’s latest album cover, to develop a striking design inspired by a 1970s painting by Luther Vandross of a vibrant party scene with early flare-wearing Afro-centric hipsters.
Problem:
Despite having a visually appealing and unique design for the merchandise, the challenge lay in how to effectively connect it with the target audience. With ample stock of the merchandise ready, there was a need to devise a strategy that would resonate with Kenny Allstar’s fan base and drive engagement.
Solution:
Recognizing that Kenny’s fans were predominantly music enthusiasts, the agency proposed an innovative approach by tapping into another passion shared by music lovers – sneakers. Leveraging the intersection of art and sneaker culture, the agency strategically showcased Kenny Allstar’s merchandise at prominent sneaker conventions. By aligning the brand with the sneaker community, known for its appreciation of creative and exclusive pieces, the agency created a buzz around the merchandise. The fusion of music, art, and sneaker culture generated excitement and curiosity among attendees, leading to a remarkable response.
Outcome:
The strategic placement of Kenny Allstar’s merchandise at sneaker conventions proved to be a successful move, resulting in an almost instant sell-out of the block party clothing. The high demand and positive reception paved the way for a significant collaboration between Kenny Allstar and the renowned brand Pelle. This collaboration led to the launch of an exclusive collection limited to just 100 pieces, which received widespread acclaim and further elevated Kenny Allstar’s brand presence. The success of this joint venture not only satisfied Kenny Allstar’s existing fans but also attracted new followers, expanding his reach beyond the local scene to regions like Scotland and Amsterdam.
Conclusion:
By creatively aligning Kenny Allstar’s brand with the intersecting worlds of music, art, and sneaker culture, the agency successfully enhanced his brand visibility and engagement. The case study highlights the power of strategic merchandising partnerships in elevating a brand’s presence and fostering a deeper connection with the target audience.
Transforming a young brand
Case Study: Transforming the Brand Presence of Aspiring Artist Xyzelle**
**Client Background**
Our brand agency specializes in providing branding services to talents of all backgrounds, ages, and sizes. One of our notable clients was a young and aspiring artist named Xyzelle. At the time we took Xyzelle under our wing, she did not have any number one songs released and lacked a significant social media presence.
**The Problem**
Xyzelle’s brand and image as an artist were relatively unknown, and her online profile was stagnant due to minimal music releases. The challenge was to elevate Xyzelle’s visibility and establish her as a noteworthy artist in the industry.
**The Solution**Â Â
To address this issue, we developed a strategic plan that focused on leveraging Xyzelle’s brand affinity and uniqueness. We identified the potential for brand partnerships to elevate her presence. One of the key partnerships was established with Amschela, a vegan-based affordable luxury women’s handbag brand that had recently gained significant attention in the fashion industry through features in publications like Vogue, GQ, and Tatler. Amschela’s ethos aligned with Xyzelle’s direction, making it an ideal brand collaboration. We positioned Xyzelle as the face of Amschela, providing her with exposure to a wider audience and creating opportunities for additional agency deals. Subsequently, Xyzelle went on to form partnerships with Boots Cosmetics and various makeup and skincare brands, expanding her brand influence.
**The Outcome**
The implemented strategies resulted in a remarkable transformation for Xyzelle’s brand. Her social media presence became vibrant and engaging, attracting new audiences intrigued by her collaborations and endeavors with prominent brands. By associating herself with Amschela and other renowned brands, Xyzelle’s profile began to resonate with industry insiders and fans alike. Notably, her attendance at London Fashion Week further solidified her status as a rising artist, reinforcing her reputation as one to watch in the music industry. Through these efforts, Xyzelle’s brand not only gained traction but also positioned her as a notable figure with promising prospects for the future.
**Conclusion**
The success story of Xyzelle showcases the transformative power of strategic branding initiatives in propelling an aspiring artist to new heights of recognition and success. By carefully curating brand partnerships and leveraging unique opportunities, our agency was able to elevate Xyzelle’s brand presence, solidify her reputation in the industry, and pave the way for further growth and success in her musical career.
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