Project: Born x Raised
Concept: Looking at the legacy of the founder, Spanto, and his defiant message “Gentrification is Genocide,” this streetwear brand study examines the tension between expansion and authenticity. What does it mean to stay local while going global? Through consumer interviews and brand architecture restructuring, I conceptualize how the value of resistance can be strengthened through the brand’s taglines, product line, and influencer collaborations.
Task: Define a design target that anchors the brand in authenticity for the brand strategy and applications such as product, copy, and campaigns.
Challenge: Global expansion risks diluting the brand’s hyper-local roots and defiant origin story.
Solution: Re-center the value of resistance as the throughline.
ArtCenter Master of Design (MDes)
Class: Brand Culture Anthropology
Instructor: Susan Gornell
My Role: Brand Strategist & Designer
Topic: Streetwear | Fashion | Youth Culture
Tone: Resistance | Respect | Representation | Roots
Goal: Use anthropological design target research to create brand architecture.
Media: Brand Strategy Presentation | Consumer Interviews | Product Development
Concepts: Tagline Development | Activism in Branding
Date: Spring 2025
PROJECT OVERVIEW
My research shows Born X Raised could amplify its pillar of resistance across campaigns and collaborations. Rooted in activism, the brand’s origins align with a consumer base that increasingly expects brands to take a stand and reflect their values. Data reinforces this direction: streetwear historically gains momentum during moments of political and civil unrest, making resistance both a cultural driver and a timeless anchor for the brand moving forward.
*Some visuals incorporate unlicensed imagery or artwork derived from existing media. All materials are presented for educational, illustrative, and non-commercial purposes only, with no intention of infringement.