Brand Strategy, Branding and Identity, 10thousanddesign
Entrepreneur, designer, and community leader Houston White has built a community hub, retail space and growing apparel and accessories business over the past 13 years under the brand HWMR, or Houston White Men’s Room. Houston’s vibrant spirit and ambition to bring together people of all identities, races, cultures, backgrounds, and neighborhoods in pursuit of higher good is exceptional, but spread extensively across many touch points. Together with 10 Thousand Design, we solidified Houston White as a brand unto itself, with distinct product brands supporting it, to better position the brand and business for future growth and opportunity.
Houston’s vibrant spirit and ambition to bring together people of all identities, races, cultures, backgrounds, and neighborhoods in pursuit of higher good illuminated for us a new pathway for his business and his brand.
We created a brand book to evoke the intention, distinction, and spirit of the Houston White brand, telling the story of its cultural roots and evolution from community-building barbershop to conscious fashion design house.
We developed lookbooks for each product brand to showcase seasonal collections with stunning photography alongside the design details for each piece and notes on the cultural ideas that inspired them.
The master brand identity reflects Houston White’s sense of community as family and brand as a connecting force. We redesigned the crest to elevate the original symbols of Black excellence and add the tools that the Houston White brand uses to bring people, cultures and communities together.
Viictory brings bolder hues and cultural textures to sportswear, incorporating the founder’s lucky number seven in roman numerals as part of the rightfully ambitious name. Houston White is a pioneer in bringing Black culture to golf and tennis with the intention of opening these sports to more players and communities of color.
The Fresh design nods to challenging the status quo and being true to who you are. The collections under this product brand offer leisure looks for feeling good and living big, dreaming hard and hustling harder.