Retrokid
Retrokid approached us to refine their brand identity and strengthen their online presence. As Lead Graphic Designer at Uhuru Network, I expanded their logo and color scheme into a complete brand book, including guidelines for typography, imagery, and marketing materials. This refreshed visual identity supports their evolving product collections while maintaining a cohesive brand personality.
Retrokid Brand Identity & Marketing Redesign
Client: Retrokid
Industry: Lifestyle & Apparel
Role: Lead Graphic Designer
Agency: Uhuru Network
Year: 2020
Tools: Adobe InDesign, Photoshop, Illustrator, After Effects
The Project
Retrokid, a lifestyle and apparel brand, approached our agency, Uhuru Network, to refresh their brand and enhance their online presence. They already had a basic logo and color scheme (red, white and light brown), but the need was to develop a comprehensive branding system that could effectively communicate their youthful, energetic identity and support their product diversity.
Our goal was to take these initial elements and build a more robust and adaptable visual identity system. We needed to ensure that Retrokid could promote their various product collections without losing the cohesive core of the brand. Each new collection had its own unique personality, and the branding needed to reflect that flexibility while keeping the recognizable brand essence intact.
User Research & Personas
As part of our approach to ensure the brand resonated with the target audience, we conducted extensive research to identify key customer segments. Through surveys, interviews, and market analysis, we developed personas that helped inform the design direction and ensure a user-centered approach.
-
Age: 25-35
Occupation: Graphic Designer, Creative Professional
Goals: Stay ahead of trends, find unique and stylish products, show off personal style.
Challenges: Balancing modern trends with affordability, seeking new, exciting brands that align with personal aesthetic.
Needs: Clear brand messaging that speaks to modern and stylish design choices, easily navigable product collections.
-
Age: 30-45
Occupation: Marketing Specialist
Goals: Celebrate nostalgic style while integrating with modern trends.
Challenges: Finding brands that capture the essence of nostalgia without feeling outdated.
Needs: A brand identity that blends retro and modern aesthetics, reflecting individuality while staying current.
-
Age: 22-28
Occupation: Social Media Influencer
Goals: Showcase personality through fashion and aesthetics, curate trendy collections for followers.
Challenges: Finding brands that are both unique and Instagram-worthy.
Needs: Bold, visually appealing designs that will engage her audience on social platforms and align with a playful and fashionable identity.
Key Challenges
Brand Adaptability: Retrokid continuously launches new collections, each with its own character. Our challenge was creating a flexible brand identity that could evolve while maintaining a unified presence.
Clear Guidelines: With multiple product types, we had to ensure clear guidelines that would help the Retrokid team implement the designs internally across all media channels and marketing materials.
Visual Consistency: Creating visual cohesion across digital, print, and advertising materials, ensuring the brand communicated the same message across all touchpoints.
Design Strategy & Solutions
Brand Book Development:
We crafted a comprehensive brand book to ensure consistency across all platforms and internal teams. This document served as the foundation for Retrokid's visual identity and included:Brand Statement & Values: Defined the core values and mission of Retrokid, which were reflected in all the design work.
Logo Usage Guidelines: Clear directions on how to use the logo across different contexts to maintain consistency and recognizability.
Color Palettes: We refined the red and white color scheme and introduced secondary colors to complement the primary palette, allowing for flexibility while staying true to the brand.
Typography: We established typography guidelines that complemented the bold, energetic vibe of the brand while ensuring legibility and visual harmony across all materials.
Iconography & Illustration Styles: We created a custom set of icons and illustrations that aligned with the retro aesthetic of the brand, helping to tell a visual story that resonated with their target audience.
Imagery & Photography Guidelines: We curated specific guidelines for imagery and photography treatment to maintain a consistent look and feel across all visuals.
Marketing Collateral & Advertising:
We designed a range of marketing materials, including digital ads and social media assets. These designs were tailored to ensure that each new product collection had its own unique feel while still staying within the brand’s core identity.
We developed advertising templates, banners, and campaign visuals to maintain visual consistency across online platforms, while incorporating elements that could adapt to different campaigns.Social Media Campaigns & Animation:
I worked on creating dynamic animated assets and visuals for social media campaigns that showcased the vibrancy of Retrokid’s products. Through animation and motion graphics, we brought energy to the brand's online presence, creating engaging content that resonated with a younger, more visually-oriented audience.
RETROKID - Bloodsport - May 2021 - Official Launch video:
"Introducing Bloodsport, the latest collection from RETROKID, launched in May 2021. This video showcases the exciting unveiling of the brand's new line, featuring bold designs, dynamic visuals, and the unmistakable retro flair that defines the brand. Watch as the energy and creativity of RETROKID’s new collection come to life, offering a fresh perspective on streetwear style. Experience the fusion of nostalgia and modern fashion, with standout pieces that make a statement.
Results & Impact
Stronger Brand Identity: The updated brand system and book gave Retrokid a more cohesive and adaptable identity that aligned with their values and product diversity.
Consistent Communication: With the new brand guidelines in place, Retrokid was able to roll out a unified look and feel across all platforms, ensuring consistency from social media to physical retail.
Increased Engagement: The more dynamic, eye-catching campaigns and ads improved Retrokid's visibility and engagement, helping them reach new audiences and maintain excitement around their product launches.
Flexibility for New Collections: The adaptable brand system allowed Retrokid to maintain visual consistency while introducing fresh designs for new product lines, keeping the brand exciting and relevant.
Conclusion
The work we did for Retrokid was a significant step forward in transforming their brand. By providing a solid foundation with the brand book, design guidelines, and creative assets, we helped them build a more cohesive identity that could grow with their evolving product offerings. Through strategic branding, creative design, and animation, we ensured that Retrokid could continue to engage their audience effectively while staying true to their youthful, energetic persona.