Challenge

In recent years, through countless off-brand celebrity endorsements and a shift toward urban apparel, the retailer has lost its way. They have abandoned their core by isolating their board-sport loving audience and their plummeting sales are proof that the brand is in trouble.

 

solution

Get back to Pacsun's authentic roots. Own board culture and find the voice the brand lost years ago which once echoed the values of creativity, originality, and mistrust of the status quo.

 

TARGET

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MANIFESTO
Rewrite Laws: An inspiring homage to expressing yourself by ignoring society's rules and bending the laws of physics

 

LOGO REDESIGN
The new logo combines elements of three terrains specific to board culture.

 The new manifesto inspires the target audience to express their individuality by ignoring society's rules and testing the laws of physics.
 

PRINT

 

WEBSITE
Dissected by terrain, the site enables users to interact with content and products that are most relevant to their preferences and shopping needs.

 

IN-STORE LAYOUT
Flagship stores divided by Sea, Street, and Slope for a seamless shopping experience.

 

EXPERIENTIAL
Green screen in-store photo booths with interchangeable backdrops so customers can see and share how their clothes will look in the environments they'll be wearing them in.

 

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