Stussy is a streetwear and lifestyle brand known collaborations with artists and musicians. Founded in 1980 by Shawn Stussy, the brand has grown to become a global phenomenon, with a cult following and a reputation for pushing the boundaries of fashion and culture.
Accountabilities
• Brand Strategy
• Marketing
• Event Production
Goal
Customer Retention
To enhance market share against competition, maintain relevance in the industry, keep current customers loyal, and show appreciation to retail partners.
Issue: How do you enhance market share with new competitors entering the market?
Strategy
Surprise & Delight
Create a consumer experience that celebrates the community and culture of their customers; Skateboarding & Street Art.
Tactic: Transform local skate shops into pop-up art exhibits that give local artists an opportunity to showcase their art work in the same show as their favorite artist.
Results
Customer Bonds & Revenue
Stussy, Heel Bruise and Atlas Skateboarding Shop hosted the "Under the Radar" art show, gaining national coverage from Juxtapoz, Thrasher, and Hypebeast.
The event was a success; it turned customers into fans, increased demand from retail accounts, and boosted sales for Stussy and their retail partners.
Commemorated the art exhibits with limited edition t-shirts and skate decks that highlighted the works of the featured artists.
Undefeated is a streetwear brand that has been around for over 20 years. Known for their footwear collaborations and apparel, they have established a strong reputation in the industry and have become a go-to for those looking for fresh, bold, and unique styles. Undefeated has become a brand that is highly sought after by fashion enthusiasts around the world.
Accountabilities
• Brand Strategy
• Marketing
• Business Development
• Creative Direction
• Shoot Production
Goal
New Markets
To enter new mainstream sports market to drive future revenue.
Issue: How can a brand expand into new markets while still staying true to its subculture values and not loose its current customers?
Strategy
Unifying Message
Create and deliver relatable content that emphasizes teamwork, victory, and virtue, while also introducing the brand and product in a way that appeals to professional athletes and their fans.
Tactic: Partner with a top-notch sports agency and document what it takes to prepare for the NFL draft.
Results
Big Leagues
Our efforts paid off as the video was promoted through the featured athlete’s social media accounts, all of Undefeated’s marketing channels, and posted in various sports news sources such as ESPN.com. The result? Increased revenue and expanded brand presence through collaborations with pro athletes, teams, and brands."
Us Versus Them (UVT) is a streetwear brand that was founded in 2011, known for its counterculture mentality, representing rebellion and individuality. The brand's mission is to create clothing that represents this mentality, gaining a loyal following among those who identify with this aesthetic, heavily influenced by 90s street culture and subcultures such as skate, punk, and graffiti.
Accountabilities
• Brand Strategy
• Marketing
• Business Development
Goal
Brand Awareness
To gain awareness as an emerging brand.
Issue: How do we gain measurable attention as a new brand with a small budget.
Strategy
Influencer Marketing
Team up with a celebrity / Influencer that shares the same values and beliefs as the brand and can relate to the difficulties of what it takes to break through and stand out in a crowded market.
Tactic: Attracted and negotiated with a hip-hop artist to wear a UVT hoodie while on tour.
Results
1M+ Views
Wiz Khalifa wore a UVT hoodie prominently displayed in a documentary style video that gave an all access view of his life as he tours across the country; capturing his life on the road, his antics, and interaction with his fans. Resulting in 1M+ views on YouTube , 10K Instagram followers, and roughly a 20% increase in website traffic.
Transworld Media was an authority in the action sports industry for over 30 years. The publication provided insightful coverage of surfing, skateboarding, Snowboarding, BMX, and Moto-X, offering readers a unique perspective on the latest trends, events and athletes in the field.
Accountabilities
• Marketing
• Event Production
Goal
Market Share
Bring the magazine to life with content that will transition the publication from print-dominant era to digital-dominant era.
Issue: How do we immerse our audience in the world of action sports and keep them coming back for more?
Strategy
Immersive Content
Create and develop content generating events, contest, and award shows, that give viewers an all access pass and unique perspective into the world of surf, skate, and snowboarding.
Tactic: Skate & Create, Cali-Rally, Rider's Poll Awards, TransAm (amateur contest)
Results
Go to Source
Transworld Media became the trusted source of information, entertainment, and inspiration for action sports enthusiasts and industry professionals alike, making it one of the most respected and influential media outlets in the world.
Monster Energy's "Monster Army" program is a talent development program for athletes in various action sports. It provides support and resources to help them advance their careers and reach the next level. The program also includes a community aspect, connecting athletes with fans and other members of the "Monster Army."
Accountabilities
• Creative Direction
• Marketing Strategy
Eric Koston and Girl Skateboards art director Andy Jenkins left an indelible mark on skateboarding and art with their 20-year collaboration. Together, with the support of Oakley, they created a monumental mural at The Berrics, showcasing their iconic graphics and the impact their partnership had on both the sport and culture. A true celebration of two creators, two paths intertwined.
Accountabilities
• Art Install: Mural Production
Fender Guitars is a world-renowned brand known for its high-quality instruments and innovative designs. Its four subsidiaries - Charvel, EVH, Jackson, and Gretsch - offer a diverse range of options for guitar enthusiasts of all styles and skill levels.
Accountabilities
• Project Management
Worked cross-functionally as a central point of contact for Fender's executive marketing team, internal creative teams, production teams, and post-production teams to ensure all projects were delivered on time within scope and budget.
Greedy Generous is a brand that believes in the power of generosity. Born from the idea that greed ruins everything, they aim to counteract it by giving profits to their customers. Starting with apparel, the brand plans to expand their product offerings to include items for all aspects of life, including home, work, and play. They are dedicated to making a positive impact on the world by spreading generosity through their products.
Accountabilities
• Brand Development
• Creative Direction
• Business model
• Design
• Strategy
• Production
• Sourcing
Goal
Make the world a more generous place.
Issue: Greed ruins everything, how do we counter balance it?
Strategy
Create a brand built on a business model that gives its profits to its customers. The greedier consumers are the more generous the brand is…
Tactic: Launch Greedy® Generous as a brand and produce products for home, work, and play.
Results
Started
Greedy® Generous has started it journey to make the world a more generous place and in its first phases of product offerings.
As an art studio, ThoughtFool seeks to explore the intricate nature of human thoughts and the way they manifest in our lives. Through a variety of mediums and creative expressions, we delve into the fascinating question of where our thoughts come from, our complex relationship with them, and the diverse forms they can take. We believe that by creating art that reflects and celebrates the diversity of thought, we can help to promote greater understanding and acceptance of neurodivergent perspectives in society.
Accountabilities
• Brand Development
• Creative Direction
• Art & Design
• Strategy
• Production
• Sourcing
FAMS®
Related By Culture
FAMS® Creative Studio: A nexus of innovation and expertise, FAMS is a creative studio that delves deep into the realms of creativity, strategy, and storytelling. Our mission is to craft narratives that resonate, designs that captivate, and strategies that drive results. United in our diverse passions and expertise, we are "Related by Culture."