Détroit Is The New Black Brand + Marketing
A flexible, forward-looking brand and marketing strategy for a leader in the Detroit design scene
Inspired by Detroit's history and Détroit Is The New Black's vision, Bellweather helped relaunch the brand and streamline marketing efforts. Started by founder Rosalyn Karamoko as a t-shirt line, the DITNB brand is a leader in the Detroit design scene and has grown to include events, international pop-up shops, and designer collaborations. The company needed a brand in order to grow. We delivered brand guidelines and a forward-looking marketing strategy to strategically broaden the DITNB audience.
The Results
increase in sales
increase in organic searches.
Project Attributions and Credits:
- Non-Profit
- Travel & Tourism
- Branding
- Research + Strategy
- Emily Lessard, Chief Strategy Officer
- Louis Lee, Chief Creative Officer
Détroit Is The New Black Brand + Marketing
A flexible, forward-looking brand and marketing strategy for a leader in the Detroit design scene
Inspired by Detroit's history and Détroit Is The New Black's vision, Bellweather helped relaunch the brand and streamline marketing efforts. Started by founder Rosalyn Karamoko as a t-shirt line, the DITNB brand is a leader in the Detroit design scene and has grown to include events, international pop-up shops, and designer collaborations. The company needed a brand in order to grow. We delivered brand guidelines and a forward-looking marketing strategy to strategically broaden the DITNB audience.
Disciplines
- Branding
- Research + Strategy
Results
- 128% increase in sales
- 44% increase in organic searches.
A flexible, open-ended brand identity
Instead of a singular logo, we created a flexible typographic system that anyone—designers, artists, fans alike—can take apart and reconfigure. 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.
Forward-looking 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. We also worked with to integrate DITNB’s great Instagram account and user-generated content throughout their e-commerce site.
The Results
increase in sales
increase in organic searches.
Project Attributions and Credits:
- Non-Profit
- Travel & Tourism
- Emily Lessard, Chief Strategy Officer
- Louis Lee, Chief Creative Officer
