Mack Weldon - Standard Black

Standard Black LA NY

Mack Weldon

How do you successfully launch a new program of men’s performance basics on a web-based delivery model? When Standard Black developed the Mack Weldon brand from scratch, we drew on our ability to align big ideas with actionable objectives.

We designed a universal strategy for Mack Weldon, including positioning, brand DNA, naming, expression, identity, product design, and development. Our concept underlined the idea of “everyday performance,” and positioned the brand through the lens of the ideal consumer: a smart, professional man who expects his easy-to-shop performance products to feel great and look good. From identity to campaign strategy, our aligned approach defined brand initiatives and informed product development, crafting a unique signature for the brand.

Mack Weldon

Stormchaser Jacket

Mack Weldon

Campaign

From naming the company, to redefining how people shop a category, to evolving the brand today; Mack Weldon is as close to Standard Black as any other client on our roster. This most recent campaign stays true to the original brand persona: fun, energetic and irreverent. They save the seriousness for their product technology. That tech is showcased across the campaign through movement, energy and a playful look in the mirror with the brand.

Mack Weldon’s product offering has vastly expanded. The mission and attitude of the brand has not.

Mack Weldon

Airknit X

Airknit X, a new sub-category for partner Mack Weldon, and the launch of an entire collection centered on proprietary fabrication. Standard Black developed a cohesive brand identity for the category. Every detail: from logo, packaging and brand photography, to the core aesthetic of the identity, was inspired by the unique qualities of the product itself.

Mack Weldon

Swim

Mack Weldon

Silver

Mack Weldon

Branding / Identity

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