The Challenge
An exercise in reimagining a streetwear subscription box brand (previously named ThreadBeast). The brand needed a complete identity overhaul to better connect with style-conscious consumers who crave personal expression through curated fashion delivered to their door.
The Solution
Using multiple strategic analysis frameworks, I defined a new purpose, ambition, positioning, values, and name for the brand. URGE was born—designed for thrill seekers, delivering curated fits through personal stylists and tech-enabled algorithms. Grounded in values that are primal, adaptive, and honed, URGE speaks to those who crave personal style. Every box feeds the URGE and every delivery excites.
The Results
The comprehensive rebrand created a clear roadmap for developing outward expressions that better connect and communicate with customers. The new URGE identity positions the brand as more than a subscription service—it's a lifestyle partner for fashion-forward individuals who want their wardrobe to reflect their bold personality.