This project was for rebranding a well-known label and making it more relatable to the audience it was being sold to.
American Apparel is an internationally known brand, that is overly sexualized. So sexualized that you don’t even know what the ads are trying to sell you most of the time. I wanted the ability to remake American Apparel and to emphasize on the American portion of the brand. I brought the all American hip idea for rebranding this company to make it more relatable to the American people. Landmarks, demographic, and a new slogan all helped come up with this new clean look of American Apparel.
See Brandbook below.