OPPORTUNITY
Create a sub-brand for limited run Howler Brothers “Mutations” capsule collections. Establish how this will differentiate from other marketing materials and educate customers on products, but remain true to the already established identity.
SOLUTION
One of my favorite projects at Howler Brothers, finding the right identifiers and ways to present these small-batch apparel collections, that lean hard toward the weird. I used this as the inspiration for all brand marks and marketing direction. After establishing the initial icon, I art directed and executed all email and social campaigns, as well as home page hero graphics and additional collateral. Playing off the uniqueness of each collection, I incorporated the flavor and themes of the garments in the promotional materials. Experimenting with illustration styles, custom typography and adding one-off animations to dedicated social and email teasers played well with these experiences. Engage doubled on average when Mutations were announced, and still are a big part of the overall brand, continueing to drive engagement and keep content fresh.