#HYPEKIT
HYPE DC (Accent Group)
Retail and Sportswear
Australia and New Zealand
Brand Systems, Content Strategy, Art Direction
The Strategy
The existing visual language was high retail photography. The shift moved it toward something rawer: architectural, community-focused, built on the textures of the city the audience actually lived in. Concrete, steel, light. The shoe in its natural urban habitat rather than a studio backdrop.
Three pillars defined the approach.
The Sydney Creatives Series photographed emerging Sydney artists and musicians in Hype DC product. The brand became synonymous with the local creative community rather than a generic retail chain. Real people, specific to a place and moment.
Minimalist Scenography built a signature visual style around the interaction between footwear details and urban architecture. The environment as collaborator, not background.
Authentic Casting moved away from traditional model agencies toward real people whose personal style was already aligned with the Hype DC identity.
The Impact
100% increase in social media followers. A visual language that set a new standard for sneaker photography in the Australian market: high-fashion editorial sensibility at street level. The systems established during this engagement created a lasting foundation for how Hype DC communicates with a subcultural audience.
Rough Drahft
Rowland Reyes Martinez
Justin Nacua
James Gyimah
Stan Chukweuke
Jason Vuong
Sophie Wilde
Joe Plumb
Tristan Young
Cal Fernie
Ebony Boadu
Tia Paterson
Ben Bjorn
Natalie Or
Graphic Designer
Aileen Apostol
MAILLOT PADDINGTON →
RISE TO UBIQUITY →
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