laser-purple

Straight To Hell— 
Shaping a Brand's Voice

Art Director
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Straight To Hell, founded in Chicago in 2009 and named after The Clash's 1982 hit from Combat Rock, aimed to embody themes of social justice and cultural rebellion through apparel. However, as a niche brand, it faced challenges in standing out amid fast-fashion giants, with inconsistent brand messaging and limited digital presence hindering growth. The need for a unified "brand bible" arose to articulate its vision, attract partnerships, and resonate with a younger, socially conscious audience.
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THE CLASH

Designing a Story-Driven Brand Asset

- Market Challenges: Rising competition in sustainable fashion, a disconnect between brand ethos and digital storytelling, and the demand for authentic, trend-savvy content to engage millennials.

- Project Scope: Focused on creative direction, design, branding, and ideation, positioning Straight To Hell as an authentic, story-driven label.

- Specific Deliverables: A comprehensive deck covering brand vision, product introductions, audience segmentation, social media rollouts, sustainability plans, and key metrics for tracking.
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