THE WORK
Creative Direction
Graphic Design
Illustration
Photo + Video
Social Media Marketing
E-Commerce Mgmt.
Product Development
Brand Strategy
Cut ‘N’ Sew
The STORY
The main goal of “Sober Is Sexy” was to bring light to the darkness of addiction through the use of fashion. There is no better way to advertise and bring awareness to the destruction of addiction like a human billboard A.K.A. someone wearing a product featuring your mission statement. Our revolutionary first of its kind brand caught on very quickly. It became very popular among a wide variety of people ranging from age 13 to age 70. We also wanted to make it clear that as a brand we were not pushing sobriety on people. All we asked for was awareness and support for those suffering.
THE BRANDING
LOGO
I needed a logo that represented 3 things: 1. Staying Clean 2. Being Sexy To me lips always represent sexienss and at the same time I thought they also represent keeping bad substances away from your lips.
TYPOGRAPHY
Category: Sans-serif
Foundry: Berthold Type Foundry
Released: Berlin, Germany 1896
Simple fixed width font that will not distract from the large amount of type based products that we produce.
COLORS
Color schemes vary with each yearly release. Main color pallet revolves around neutrals and pinks.
THE PRODUCTS
SEASON ONE
I wanted to produce a clean line to represent sobriety with an edgy (not too edgy) feel that Susy the housewife would wear along with Bobby the gutter punk. I also infused a lot of my witt and humor into this line with quotes I made up such as “The Only Coke I Do Is Diet” and “Heroin Killed The Radio Star”, which have both always been the top sellers.
SEASON TWO
After the huge success of season one. I felt the need to experiment a bit with bit of bold pop. I also decided to not use an outsourced brand for our garnments, instead I created a Cut ‘N’ Sew line.
SEASON THREE
With this season I already knew what the fans wanted, so I did a bit of catering to them while still staying true to my design aesthetics.
THE WEBSITE
SOCIAL MEDIA
PRIMARY OUTLETS & ACHIEVEMENTS:
Facebook: 0 - 250,000 Fans
Instagram: 0 - 30,000 Fans
Twitter: 0 - 25,000 Fans
Tactical Summary:
I used ads, posts, contests, celebrities and influencers to drive attention to the brand. I would work all day promoting during an overlapping East Coast + West Coast USA time and late into a night during a broadened overseas timescale that would work closely within a range of countries. Sleep was very tricky.
Standard Posts:
My posting style was very organized and clean. I would post a mix of visual content, inspirational quotes and uplifting content. After a good amount of trial and error I knew what would keep fans engaged and interested.
Ads:
I used a Facebook advertisements to bring attention to the brand varying on the users location and likes. We also used Google Ads, but we learned that Facebook had a better return ratio.
Celebrities + Influencers:
I worked with a lot of celebrities (Demi Lovato, Kat Von D, Etc.) and influencers (Jeffree Star, Hanna Beth, Etc.) for various trades to help boost our SEO and Fan Base. The select figure would wear our product or simply post about us and in trade receive free merchandise. Surprisingly many celebrities and influencers were already fans of the company and we would find them posting about us without any terms.
Contests:
Monthly contests were held to keep fans engaged and help draw in new potential customers. For example: We would ask fans to post a picture in their product and include a certain hashtag + link to our site. After a week we would chose our favorite submission and send them a prize. In return their followers would see these posts thus giving us the best free advertisement we could ask for.
“The goal was to use fashion to spark the awareness flame about the horrors of addiction. We succeeded beyond our expectations. ”
NOTABLE ACHIEVEMENTS & FACTS
I stared in a Reality Show pilot for the E! Network revolving around the brand. The show did not end up getting picked up, but we do have an episode in the vaults.
Celebrity tattoo artist Kat Von D’s house burned down and the only shirt she was able to save was the “Sex & Rock ‘N’ Roll” T-shirt from our Season One collection.
We appeared in an episode of the Television Show “Preachers Daughters”. In the episode we talk about the importance of sobriety while the stars of the show model our clothing in a photoshoot.
Over $25,000 of our profits have been donated to Addiction Treatment Centers all around California.
PRESS
CUSTOMER PHOTOS
FAN TATTOOS
WARPED TOUR 2015
Sober Is Sexy was invited to have a booth on the full 2 month run of Vans Warped Tour. Without a second thought we took the honor and partook in what is considered the most grueling and exhausting national music festival tour. Below are a couple of clips from the tour that I would shoot and quickly edit on my iPhone 6 to post on our Social Media while we had the rarity of a wireless signal. The clips were primarily used to let fans know we were in town or to thank them for coming. Keep in mind at the time 15 seconds was the maximum allowance on Instagram for a video.
WARPED TOUR 2015: DATES & LOCATIONS
6/19 Pomona, CA
6/20 Mountain View, CA
6/21 Ventura, CA
6/23 Mesa, AZ
6/24 Albuquerque, NM
6/25 Oklahoma City, OK
6/26 Houston, TX
6/27 Dallas, TX
6/28 San Antonio, TX
7/01 Nashville, TN
7/02 Atlanta, GA
7/03 St. Petersburg, FL
7/04 West Palm Beach, FL
7/05 Orlando, FL
7/07 Charlotte, NC
7/08 Virginia Beach, VA
7/09 Pittsburgh, PA
7/10 Camden, NJ
7/11 Wantagh, NY
7/12 Hartford, CT
7/14 Mansfield, MS
7/15 Darien, NY
7/16 Cincinnati, OH
7/17 Toronto, ON
7/18 Columbia, MD
7/19 Holmdel, NJ
7/21 Scranton, PA
7/23 Cuyahoga Falls, OH
7/24 Detroit, MI
7/25 Tinley Park, IL
7/26 Shakopee, MN
7/27 Maryland Heights, MO
7/28 Milwaukee, WI
7/29 Noblesville, IN
7/30 Bonner Springs, KS
8/01 Salt Lake City, UT
8/02 Denver, CO
8/05 San Diego, CA
8/07 Portland, OR
8/08 Auburn, WA
TENT DESIGN & PROMOTIONAL BRANDING (UNDER CONSTRUCTION)
Coming Late December 2018