A brand refresh reflecting the past, present, and future of Detroit.
Détroit is the New Black
Détroit Is The New Black is a leader of the Detroit design scene, and an innovator in local and sustainable fashion. Started by founder Rosalyn Karamoko as a tshirt line, the DITNB brand has grown to include events, international pop-up shops, and designer collaborations. The previous logo was recognizable but 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.
Instead of a singular logo, we created a flexible typographic system that can be taken apart and reconfigured by anyone—designers, artists, fans—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.”
“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 KaramokoFounder and Owner, Détroit Is The New Black
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 seen in a 44% increase in searches and a 128% increase in online sales.
Détroit has a great Instagram account and user-generated content. We worked to integrate this content throughout the eCommerce site.