True Classic

Finding a new voice for an evolving brand.

True Classic’s perfect-fitting tees put them on the map, but their bold approach to dad bod humor fostered a fanatic brand loyalty and a community of everyday guys. However, the dad bod humor that got them there wasn’t going to get them to the next stage of growth; dad bod humor spoke to one body type, and a narrow lane of customer.

The task? Grow the brand’s reach and expand to new cohorts through an evolution of voice and aesthetic.

The approach

I led full rebrand, with a brand voice that leaned toward relatability with a dash of the humor. We elevated to a certain degree, with a dash of humor.

It was a creative pivot that would also pave the way for a more natural transition to a women’s line.