FASHION | PHOTOGRAPHY
The Concrete Jungle
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– Challenge –
BB Dakota is a millennial women’s fashion brand that has always believed that their love for fashion and, to an even stronger extent, their love for the women who wear their fashion, is the principle around which their entire brand philosophy should pivot.
As a brand with a strong grasp of who they are and what they stand for, our challenge was to simplify and clarify their brand platform, and to create an identity system and flagship eCommerce experience. One that helps them express themselves in the right way, to the right people.
– Insights –
Millennial women value authenticity and prefer experiences over products. Along with this, they have a high filter for “bullshit” and connect with brands that share their values and interests.
With a brand belief that ‘fashion is about looking exquisite and not giving a fuck’, we realized we could align the BB Dakota brand with a specific millennial woman: one that is fashion forward, has an irreverent personality, and wants to live in their clothes, not just wear them.
By telling brand and product stories centered around the experiences that you have in clothing, and not the actual garments themselves, we could establish a position and point-of-view that differentiates and connects with a like-minded culture of individuals.
– Solution –
We worked alongside the team at BB Dakota to establish a strategy aligned with the brand’s ambition and their audience’s desires. From identity and messaging, to the digital platform and content within it, we brought their personality forward to establish an experience that expresses their brand point-of-view: “It’s only Fashion.”
In doing so, we created a brand ecosystem where customers can connect with content that they’re interested in, and shop for things they value–products that support their lifestyle and add something to their lives.