REIMAGINING STREETWEAR THROUGH THIRD-CULTURE STORIES
Blank Round, my personal project, is a streetwear brand on the fringe of fashion and storytelling. From campaigns to product development, it offers a fresh perspective to streetwear and the BIPOC community.
Press release with Life Without Andy.Craft #1
BRAND STRATEGY
Blank Round needed a distinct look and feel, transcending the traditional streetwear/merch/fashion brand moulds. It needed to feel clean enough to sell hoodies that’s actually wearable, but rebellious enough to become a movement.
The strategic proposition we landed on was “Lens as an outsider”. Pays homage to the feeling of being a Third-culture Kid and has a breeze of coolness about it. The visual identity followed suite with a clean modern look that can easily house big bold creatives.
Craft #2
COLLECTION LAUNCH
The Paper Angels* collection was the first-ever launch for the brand. The launch had two main goals: to drive pre-orders and increase brand visibility. The most important component of the launch was the creator campaign. I found personalities who could relate to the feeling of diaspora and asked them to not only talk about the brand but style in them. After all, follower count doesn’t matter if the person advertising it is unrelatable to the target audience.
*Paper Angels was inspired by Chinese children immigrants who bought Chinese American last names to become American citizens because of the Chinese Exclusion Act. Our hero artwork was an Angel Stabbing a Dumpling renaissance style illustration, flaunted on the back of a hoodie. 
Craft #3
CNY CAMPAIGN
It is customary to say no a few times before accepting a red packet during Chinese New Year. So, let’s put customs on paper. Blank Round printed over 100 red envelopes as part of a giveaway campaign for the brand’s followers to use and collect during Chinese New Year.
