Standard Black LA NY

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Standard Black is a creative agency that transforms brands through relevant content and compelling design.

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Rakuten

Rack It Up.

Rakuten had focused on introducing their brand in North America but had not yet established their unique identity. Through a broadcast campaign accompanied by out-of-home executions across major cities in the US and Canada, Standard Black was able to communicate not only what Rakuten does, but who they are as a brand.

The goal for this campaign, first and foremost, was awareness. Not only name recognition, but also an awareness of what Rakuten is, and what it does. Previous work had focused either on connecting the brand with consumers, or name recognition. We set out to do both simultaneously.

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CVS

Beauty in
Real Life.

After helping CVS deliver a promise to eliminate retouched images from their marketing, our partnership with their beauty division was at the forefront of a growing conversation on diversity and the honest portrayal of women in advertising. This inspired a new 360 campaign to relaunch their beauty business completely through the lens of real life.

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Adidas Y-3

Update on a
streetwear icon.

Combining the athletic roots of Adidas, with Yohji Yamamoto’s iconic fashion heritage, Y-3 is a brand born to push boundaries and encourage collaborations in fresh new ways.

Our long-standing relationship with the Y-3 brand has grown from product launches,
 to one-off collaborations to creative AOR for the Y-3 brand.

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Temple Athletics

Greatness
Doesn't Quit.

Temple University’s Athletic Department wanted to re-inspire their players, coaches, staff, fans and recruits by rejuvenating the Temple Athletics brand.

Taking inspiration from the school’s beliefs and athletic history we created “Greatness Doesn’t Quit.” The new brand platform captures Temple’s passion and dedication to the craft, inspiring all to strive for a greatness–on and off the field–regardless of wins or losses.

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Amazon Obsidian

Crafted down to
the last detail.

Returning to collaborate with Amazon after launching the online retailer’s private label athleticwear, Standard Black crafted an identity for its new women’s and men’s sunglasses initiative. Obsidian is defined by its craftsmanship and “updated classic” silhouettes, so Standard Black created branding and imagery that highlights this refined sensibility.

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Willy Chavarria

Menswear
designer.

Willy Chavarria is a menswear focused fashion brand capturing the heart of the world movement through design and social responsibility. Our goal was to highlight the brand aims to focus on twin philosophies of quiet elegance through disruptive forward thinking fashion.

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