The client, RICH&HANC, a specialized sales, and distribution agency for the apparel, footwear, and eyewear industries, is guided through the various stages of starting up a brand, from conceptualization to implementation, using a multidisciplinary approach that combines theoretical frameworks and best practices.

A framework and set of standards are established to guide future creative direction, branding, and strategic communication, ensuring a consistent process toward the goal of long-term growth. The brand's visual identity is designed to convey the spirit of the times and evoke a sense of the brand's character, the mood of its products, and the places and people associated with it.

Visual identity

FLATLIST's visual identity draws from analog photography, capturing street-casted individuals worldwide. This creates a unique connection between the digital and physical realms. The brand's communication focuses on authenticity and emotion, using "Character-Driven Social Realism" as its aesthetic philosophy. This approach showcases the sunglasses and the people wearing them in a lively and playful manner. It also adds symbolic and emotional value to the brand, aiming to evoke personal feelings in viewers. By immersing themselves in FLATLIST's universe, viewers are encouraged to look beyond the and connect with their own emotions.

Strategy

Creation of a plan to achieve long-term organic growth. I developed and executed a brand strategy framework, emphasizing the brand's vision and visual identity. We implemented a measurable media strategy, along with an organic marketing plan, to engage and build brand loyalty. A small in-house team, led by myself, handled all creative aspects of the brand. A genuine social media presence was crucial for demonstrating brand credibility and engaging with prospects.

A key insight was to build the strategy around the clients’ existing global network, prioritizing the most important introductions, focusing on execution, and building up new and nurturing old relationships. For immediate impact, the identification of specific market-leading global online and brick-and-mortar retailers was made to achieve a very strict distribution strategy, choosing to work only with a handful of global retailers. Not just based on their name, but identifying if they would be a good match when it comes to selling the brand, products, and vision.

As of spring/summer 20, FLATLIST is available in top key retailers worldwide, including Totokaelo, KITH, Matches Fashion, Luisa Via Roma, Mr. Porter, LN-CC, Antonia, END, Liberty, Need Supply, Opening Ceremony, RICH & HANC’s own retail store and e-commerce. 

Feel free to indulge in a little daydreaming…