Modern / Vintage
2024 BRIXTON BRAND CAMPAIGN
MODERN LIFE THROUGH BRIXTON’S LENS
Brixton has been rooted in vintage from day one. Driven by our ethos—“Inspired by the past, built for the present”—we’ve always honored timeless style with a modern purpose. In 2024, we celebrate our community with a fresh, human perspective, focusing on authentic people and real moments. Because life isn’t perfect—it’s endlessly inspiring.
Strategy
Creative Direction
Art Direction
Design
CHALLENGE
After years of zigging and zagging, Brixton found itself disconnected from the very fans who defined its identity—where they live, where they shop, and how they engage. A deep dive into data revealed gaps in messaging, channels, and connection points, signaling the need for a holistic approach to re-align the brand. By rethinking how we speak to our consumers, we aim to recapture Brixton’s essence and strengthen our connection to the community that inspires us.
APPROACH... LIFE ISN’T POLISHED, IT’S INSPIRING.
Through our deep dive into the data, we discovered the need to reconnect with our younger, bolder audience by reflecting what truly interests and inspires our community. This meant shifting our focus to tell authentic stories about real-life musicians, artists, builders, and athletes—our core brand pillars—while showcasing how our product fits and feels in the real world. Most importantly, we needed to embrace the grit and raw energy of creativity that defines Brixton.
To make a meaningful impact, we also reimagined how we create and deliver content. Deeper, more immersive storytelling became essential, paired with highlighting our product in a more elevated way—"glorifying" it naturally, yet purposefully. Capturing this content in the right medium and delivering it on the right channels ensures we connect with our audience where they live, shop, and engage.
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REFERENCING BRIXTON’S PAST WITH A MODERN STRATEGY
REFERENCING BRIXTON’S PAST WITH A MODERN STRATEGY
Refreshing our look and feel was essential to signal a shift in our mindset while staying grounded in Brixton’s roots. We embraced real people in real moments, captured through a toolbox of vintage-inspired textures and materials that reflect the authenticity and creativity of the people and products we celebrate.
Our visual language features messaging in a classic typeface—originally introduced in the 1940s—modernized to meet today’s design standards. This is paired with a subtle layer of distress to evoke a sense of heritage and grit, ensuring a genuine connection with our audience.
Beyond typography, our approach includes a timeless palette of off-white and washed-out black, complemented by distressed overlays and analog-inspired image making. Together, these elements further enhance the feeling of real-world authenticity while maintaining a clean, modern edge.
TAKING A VIDEO FIRST SOCIAL STRATEGY,
WHILE CHANNEL DICTATES THE CONTENT
WHILE CHANNEL DICTATES THE CONTENT
Creating the right content for each channel is essential to ensure higher engagement and sell through. Our creative strategy focuses on crafting storytelling pieces that align with the platform’s unique style and purpose. From polished, narrative-driven content to loose, raw moments, each piece is tailored to fit the specific customer journey and the context of the platform.
VIDEO-FIRST SOCIAL MENTALITY
Without video, our marketing efforts are wasted. To build and maintain Brixton fans and drive brand awareness, video is essential. Every product story includes video as a foundational element in the plan.
SOCIAL THROUGH THE LENS OF PHOTOGRAPHY
SOCIAL THROUGH THE LENS OF PHOTOGRAPHY
Photography remains a vital part of the social strategy, carrying significant weight in the customer journey. It provides the viewer with an opportunity to deeply connect with the product—showcasing how it seamlessly fits into the Brixton lifestyle.
SALES TOOLS WITH SOUL
Strong sales tools are essential for kicking off a successful season. As part of the creative strategy, we focus on producing high-quality photo and video assets efficiently, ensuring maximum impact with minimal effort. The goal is to showcase product fit and quality through elevated storytelling, driving a strong wholesale sell-in.
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FAVORITE MOMENTS MODERN / VINTAGE
2024 was filled with incredible stories. From the city streets to the mountain tops, we celebrated amazing individuals while showcasing our products in their most inspiring light.
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A Little Help From a Friend
CREDITS
Campaign Photography - Ryan Allan
Additional Photography - Scott Sanford
Additional Photography - Steven Treboux (Sports Club)
Motion/Camera Opp - ChadSuter (Gripped Creative)