The Superstar
pariah5K
Pariah5K (p5K) is a fashion brand created for the “confidently different.” Founded by Barbara Riordan, the brand reflects her experience growing up in rural Indiana and finding empowerment through self-expression in fashion. With its commitment to ethical manufacturing and responsible sourcing, Pariah5K aims to inspire and empower “rebels” to confidently embrace their unique style. The brand’s playful, satirical edge sets it apart from fast fashion, offering limited-edition, cross-seasonal collections that are manufactured responsibly in the USA.
The Situation
As Pariah5K evolved, it required a cohesive brand strategy and creative direction to communicate its ethos of individuality, confidence, and purpose effectively. The brand sought to build a compelling narrative that resonated with its community of rebels while solidifying its market position as a purpose-driven brand committed to ethical practices and empowering self-expression. To achieve this, Supernormal by Michael Andrew was enlisted to redefine p5K’s brand identity and craft a strategy that would not only align with their mission but also connect with their audience on a deeper level.
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The Solution
Supernormal’s Strategy & Approach:
- Brand Positioning & Strategy: Supernormal worked with p5K to redefine their brand story, aligning it with their mission of embracing individuality and empowering “rebels” to wear what speaks to their style. The brand’s core values—ethical practices, confidence, and providing a platform for emerging talent—were articulated into a clear strategy to guide all business initiatives and storytelling efforts.
- Campaign Development – “The Court of Public Opinion”: To introduce the rebrand, Supernormal developed the campaign titled “The Court of Public Opinion,” a satirical take on the judicial system. This creative video campaign depicted “rebels” standing trial for daring to defy fashion norms and embrace individuality, with charges such as “not being generic” and “refusal to conform.” The campaign culminated in the rebels revealing their true, vibrant selves, showcasing p5K’s fashion in a powerful runway-style display. The video concludes with the brand’s tagline #becauseiwanttowearit, embodying the spirit of defiance and freedom of expression.
- Creative Direction: Supernormal established a vibrant visual identity for p5K, reflected in a cohesive style guide encompassing logos, typography, and a color palette of black, charcoal, and shades of grey, punctuated by bright and whimsical hues. The editorial and product photography were styled to reflect the brand’s playful, quirky, and aspirational tone. The creative direction ensured that all visual assets across platforms remained consistent and reflective of the brand’s core values and satirical voice.
- Content Strategy: A comprehensive content strategy was designed to reinforce p5K’s storytelling, focusing on their tone of voice—ironic, satirical, whimsical—and their message of empowering individuals to confidently embrace their style. The content strategy spanned social media, website copy, and digital marketing, all crafted to resonate with p5K’s audience of rebels while conveying the brand’s commitment to ethical and purpose-driven fashion.
Outcomes & Achievements
Supernormal’s work with Pariah5K led to the successful establishment of a bold, cohesive brand identity. The “Court of Public Opinion” campaign effectively reintroduced the brand, highlighting p5K’s commitment to ethical fashion and self-expression while engaging their community of rebels. The strategy solidified p5K’s positioning as a playful yet purpose-driven brand, resulting in heightened market presence, increased audience engagement, and a strong foundation for growth within the ethical fashion landscape.
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