Celebrity Wardrobe Stylist, Robert “Middleman Fresh” Flood, came to 10 Squared with the task of launching his first ever consumer-facing brand: Next Weekend Apparel. Currently known for his work in the fashion industry as a stylist, the challenge was to build “Middleman’s” reputation and credibility as a designer, and to launch his luxury streetwear collection in an already crowded space.
10 Squared came on board pre-launch to build out all press materials (look book, website, logo design) and create a buzz with Next Weekend’s target consumer. We built out a calendar of dates surrounding each new collection, the debut of his new collection of luxury t-shirts featuring art designs and the subsequent launch of “Class of 1988” (inspired by hip-hop artists who were popular in 1988).
Capitalizing on his celebrity, our team positioned Middleman as the face of the brand. We provided creative direction on a video campaign that announced the new brand.
Campaign Study: Next Weekend Brand Launch