Détroit Is The New Black, Branding + Fashion Marketing Strategy

“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

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Moore

Operations

Emily Lessard

Strategy + Marketing

Louis Lee

Creative Direction

Jessie Moore

Operations

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.

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