A brand strategy and identity project for a community-driven apparel retailer with roots across five East Coast cities. Developed a cohesive visual direction, brand guidelines, and merchandise design — extending into social media and a collaborative project with Adidas.
-
-
A community-driven apparel retailer with locations across seven East Coast cities.
-
Brand Strategy
Visual Identity
Merchandise Design
Social Media Design
-
Setting The Standards
APB had no shortage of brand elements — what was missing was cohesion. The first priority was bringing order to the existing system, developing clear brand guidelines that gave the identity structure, consistency, and a foundation to build from.
Finding Their Voice
At the core of APB's identity was a community-centered story that hadn't been fully told. That narrative became the foundation for a distinct design language — brought to life through a streetwear capsule called "For Locals." More than a collection, it was a direct expression of APB's relationship with the communities they serve.
The Fresh Pack
A second capsule built on the same community-first foundation. "Local goods daily" became more than a tagline — a celebration of neighborhood talent and APB's ongoing commitment to shopping and supporting local.
Digital Blueprint
APB needed a consistent social presence to match the strength of the brand. Developed a suite of templates and content guidelines that gave the in-house team a repeatable system — ensuring every post stayed visually cohesive and on-brand.
