The clothing company specializing in functional snowboarding apparel had an outdated image and designs. It struggled to appeal to the younger generation and was frequently associated with discount stores. A comprehensive overhaul was necessary to rejuvenate the brand, requiring a complete reconstruction of the brand's strategy and design from the ground up.
Designed at Hothouse Brands, NYC
THE RELAUNCH
The brand successfully relaunched with a street culture vibe, specifically targeting self-expression enthusiasts. Limited-edition designs by graffiti artists, including Dalek, were introduced. Collaborating with Ravine Associates, an energetic advertising campaign showcased real NYC skater kids. This relaunch achieved remarkable results, significantly increasing sales and solidifying BlackDot's street credibility with a new audience.
REAL SKATER KIDS
To ensure authenticity, we utilized genuine skater kids from the Lower East Side as models, who were of the same age as our BlackDot consumers. Photographer Kenneth Cappello played a crucial role in achieving our goal of maintaining utmost authenticity.
We used real skater kids from the Lower East Side. They were the same age as the BlackDot consumers. The goal was to make everything as authentic as possible.
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Designed at
Hothouse Brands, NYC
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Illustrations
Dalek + Mike Giant+Derrick Hodgson
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Photography
Kenneth Cappello
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Art Direction Assistance
Ravine Associates
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Identity Assistance
Simon Rachwan