A Creative Exploration by Anthony Saraceni
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BKc Case Study

I worked with the Brooklyn Circus to reimagine their photographic identity, visual language, online presence, and e-commerce capabilities. As art director, design lead and independent consultant, I managed the entire creative process and acted as an agency, hiring a diverse network of talent to deliver against the brief. The following case study documents the one-year process of elevating the brand experience through striking photography and sophisticated graphic design.

RESEARCH

RESEARCH

01: History of the Brand

01: History of the Brand

The goal was to solidify the Brooklyn Circus presence in the digital marketplace and organically grow its consumer base, so I delved into the brand's history to pull out a common thread. 

02: MOOD BOARD

02: MOOD BOARD

A mood board helps identify a key photographic style for a brand. These images accurately represent the Brooklyn Circus brand.

CONTENT

CONTENT

What does the editorial voice of the Brooklyn Circus sound like? I interviewed the brand's founder to find out, created an outline of key facts, and identified 3 storylines to explore.

03: EDITORIAL WRITEUP

03: EDITORIAL WRITEUP

BEHIND THE BRAND
Personified the brand ethos and moral code. Founded a decade ago, the BKc weaves together storytelling, history and fashion. 

THE 100-YEAR PLAN
Rewriting history through experience, while maintaining its iconic status in the now, charting it's growth in the future.

THE GLOBAL VILLAGE
Explore the personas of the BKc, a clothing company that fosters creativity through artistic endeavors and collaboration. 

CONCEPT

CONCEPT

04: Competitive Research

04: Competitive Research

This is a key aspect of any site redesign. This helped identify the need to strike a balance between content + commerce.

05: BRAND DESIGN CONCEPTS

05: BRAND DESIGN CONCEPTS

I then devised 3 visual styles to best serve the client's needs, which accurately fit the client brief and overall requirements.  

UX/UI

UX/UI

06: UX/UI - SITE MAP

06: UX/UI - SITE MAP

Next up was the UX/UI phase. First I created a site map that would act as our playbook throughout the website redesign process. 

07: UX/UI - WIREFRAMES

07: UX/UI - WIREFRAMES

I then created wireframes of each web page to inform the final site design. The categories were as follows:

HOMEPAGE - BEHIND THE BRAND - FEATURES - SHOP - STORES

08: DESIGN COMPS

08: DESIGN COMPS

MINIMAL + MODERN

MINIMAL + MODERN

The final layout for the new Brooklyn Circus website.

PHOTOGRAPHY

PHOTOGRAPHY

Shifting gears, we moved on to editorial and still life photography.

09: FALL PHOTOSHOOT

09: FALL PHOTOSHOOT

The concept for the first shoot was RECLAIM BROOKLYN. I selected locations that personify the brand's namesake and we got to work. Mood board above, final images below.

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10: HOLIDAY PHOTOSHOOT

10: HOLIDAY PHOTOSHOOT

The concept for the Holiday shoot was SIMPLIFY: utilize minimal architectural backdrops and showcase product. Mood board above, final images below.

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11: E-COMMERCE PHOTOGRAPHY

11: E-COMMERCE PHOTOGRAPHY

After campaign photography, we moved on to still life and head-to-toe looks. Mood board above, final images below.

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WEBSITE DESIGN

WEBSITE DESIGN

FW14 SITE DESIGN.jpg
12: FALL WEBSITE UPDATE

12: FALL WEBSITE UPDATE

I devised monthly site updates, editorial features, marketing campaigns, and product launches.

H14 SITE DESIGN1.jpg
13. HOLIDAY WEBSITE UPDATE

13. HOLIDAY WEBSITE UPDATE

Site updates for the Holiday season, complete with content updates, image refresh, holiday events, and promotional messaging. 

THANK YOU

THANK YOU