Standard Black LA NY

Branding / Casting / Creative Direction / Digital / Production

Founded in Ohio and based in Los Angeles, TACKMA quickly made a mark with its witty and assertive take on classic streetwear. A younger label in search of branding and storytelling strategies that would connect with and broaden its consumer base, TACKMA saw how Standard Black’s extensive experience with sports and streetwear branding could help rebuild its identity. With a holistic approach that considered all aspects of the brand, Standard Black developed a tactic that mirrored TACKMA’s vision, while evolving it for a larger market.

THE APPROACH

From art direction, production, and branding to shoot casting and website design, Standard Black went all-in on a complete 360° evolution for the brand, leveraging and capitalizing on its popularity with pro sports players and hip hop stars. In addition to repositioning the brand, Standard Black lent its support to product placement and marketing executions, building an e-commerce site and content strategy to augment brand awareness.

THE EDIT

A memorable brand must refine its vision to the essentials. With this in mind, Standard Black worked directly with TACKMA to define and narrow the label’s product offering. Standard Black placed the focus on TACKMA’s signature items—hats, knits, jackets—playing to the brand’s strengths and developing a coherent identity that was both aspirational and relatable to TACKMA’s core demographic.

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