Rebrand is a perfect fit for 100% American-made denim

Hand-crafting a true American success story

Asked to generate breakthrough success in a famously crowded market, TRAFFIK saw immediately that Shade55 boasts an irresistible USP: top-quality designer men's denim that is sourced and produced 100% in the U.S.

TRAFFIK drove new market identification and recommended a key strategic pivot in their business plan, and rebranded to build an emotional resonance with a new generation of consumers who yearn to take pride in where and how their clothing is made.

Empowering early advocates

Building on that success, consumer-focused UX design defined TRAFFIK's development of a custom-built e-commerce website — giving passionate advocates the option to learn more and develop a deeper connection with the brand on a level that would not be possible with any "out-of-the-box" e-commerce package.

Social turns brand loyalty into brand co-identity

TRAFFIK's full-service branded social strategy and execution drove consumers to identify with the new brand and begin to see themselves as a "Shade 55 man" with an ownership and investment in the brand that surpasses traditional brand loyalty goals. Drawing on competitive analysis and deep market insight, TRAFFIK's content development, promotions and profile management drove breakthrough success online and off for this visionary new brand.


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