Fashion Marketing + Branding Case Study — Bellweather

“When we first met with Bellweather Agency, we were a small local start-up. Bellweather saw our potential and gave us the tools and creative content to become a national brand. We couldn't be more stoked!”

Roslyn Karamoko

Founder, Détroit Is The New Black

Project Team

Emily Lessard

Chief Strategy Officer

Louis Lee

Chief Creative Officer

Jessie Wick

Chief Operating Officer

Emily Lessard

Chief Strategy Officer

Louis Lee

Chief Creative Officer

Jessie Wick

Chief Operating Officer

Détroit Is The New Black is a leader in the Detroit design scene and an innovator in local and sustainable fashion. Started by founder Rosalyn Karamoko as a t-shirt line, the DITNB brand has grown to include events, international pop-up shops, and designer collaborations. The previous logo, while recognizable, was just a logo—the company needed a brand in order to grow. Bellweather delivered brand guidelines and a forward-looking marketing strategy to strategically grow and broaden the DITNB audience.

DITNB LOGO

Instead of a singular logo, we created a flexible typographic system that anyone—designers, artists, fans—can take apart and reconfigure as long as it’s legible. This new alterable logo reflects the brand as a conversation on the past, present, and future of Detroit, its underlying socioeconomic and racial issues, and the city’s steady revitalization.

MARKETING STRATEGY

Retail is at a crossroads—but that’s a reason to evolve, not to panic. We provided a 3-point marketing strategy that includes clear, actionable recommendations to support DITNB’s business growth. The results are already apparent in a 44% increase in searches and a 128% increase in online sales.

E-COMMERCE WEBSITE

Détroit has a great Instagram account and user-generated content. We worked to integrate this content throughout the e-commerce site.

Sector

Cultural & Non-Profit
Destinations & Tourism

Discipline

Brand Strategy
Integrated Marketing Strategy
Social Media Marketing
Website Audit & Strategy
Website Design & Development

Client

Détroit is the New Black

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