NICHE STREET REBRAND — BRAND & CAMPAIGN LAUNCH
Niche Street · Creative Director & Brand Strategist · 2024

THE BRIEF
Niche Street had built real traction with the Santee Bag, but the brand's visual identity and product range needed to grow with its audience. The rebrand was a pivot: from polished bag-forward product shots to a streetwear and lifestyle-oriented aesthetic built around new apparel — and a vision broad enough to attract a more diverse, unisex customer.

THE APPROACH
The rebrand wasn't just a visual refresh — it was a repositioning. I shifted the creative language from e-commerce-clean to lifestyle-editorial: less perfect light, more context, more attitude. The new direction was anchored in streetwear references but kept the brand's earthy, tactile sensibility intact.

New products — bandanas, summer shirts, and a sling bag — were developed alongside the visual identity and launched as a limited drop, building urgency and reinforcing the brand's move into a more intentional release model. The campaign creative was designed to work across both organic channels and paid media, with the new aesthetic directly informing ad creative that would reach a widened audience.

WHAT I DID
→ Led full brand repositioning: defined new creative direction, aesthetic references, and visual language
→ Directed the rebrand shoot — styling, set, and narrative direction aligned to the new identity
→ Developed new product lineup (bandanas, summer shirts, sling bag) alongside the brand pivot
→ Structured the launch as a limited drop to create urgency and reinforce brand elevation
→ Translated rebrand creative directly into paid media, resetting the benchmark for CPA performance

RESULTS
Sold out within one week of launch
CPA decreased — new creative benchmark established and carried forward into subsequent campaigns