This clothing company offered functional snowboarding clothing, its image and designs were tired and old. Kids didn’t think the brand was cool and it was often found in discount stores. A complete revamp was in order, the strategy and design of the brand had to be blown up and rebuilt from scratch.
The brand was relaunched with a street culture feel, targeting individuals who expressed themselves in everything they do. Limited-edition designs from graffiti artists such as Dalek were developed. An advertising campaign, created in association with Ravine Associates, also extended the energy and featured real NYC skater kids. The relaunch was a huge success with BlackDot increasing sales drastically and gaining in street cred with a new audience.
"We used real skater kids from the Lower East Side. They were the same age as the BlackDot consumers. The goal was to make everything as authentic as possible".
Hothouse Brands, NYC
Dalek + Mike Giant
Art Direction Assistance
Press and Awards
BlackDot breaks into Urban Outfitters and Dalek releases a best selling line of limited edition Skate + Surf Boards.