URBAN SQUID APPAREL:
THE BIRTH AND REBRAND TO AS.DESIGN
Urban Squid Apparel is my passion for niche clothing brands with their own identity. Since leaving University in 2018, I wanted to start my own clothing brand with my own style of prints that to my knowledge had not been done before. Around the time of lockdown in 2020, I noticed that other unique local businesses had emerged online - so I began development of my brand in March 2020.
PRODUCT MARKETING: FINDING THE RIGHT APPROACH WITH PHOTOGRAPHY
Fashion Photography was a fundamental piece of the marketing puzzle. All of the best shots that are taken are also used for the product shots on the online store - ranging from clothing, headwear, and posters. Due to the theme of the brand, I also picked very particular locations to represent the nautical/street identity of the brand. The heart of Liverpool is great for the street aspect, and the Albert Docks is perfect for the nautical side.
EARLY DEVELOPMENT:
FINDING THE RIGHT IDENTITY
Original 2020 logo that made the final cut. Typeface is called 'Elephant'. Later this was changed to the one seen at the top of this page, and the typeface used there is called 'Galley'. It is a bespoke font made for nautical signage. Fitting for the brand.
Early on, I knew that I wanted to create a brand with it's own unique identity. Before I landed on the nautical theme, I experimented with different names and typefaces to see what could really fit. I conducted extensive research on existing print brands like Hobo Jack, High Hope Clothing, and Friend or Faux Clothing to get a feel for their identity and approach. Once I realised that the nautical theme would be perfect, the name 'Urban Squid' was born.
UNDERSTANDING THE ART-STYLE AND MARKET NICHE
Once the brand's identity was decided on, it was time to bring to life the nautical theme that I envisioned for the business. I really fell in love with line art around the time I decided to create my business, and I thought that this art-style would be a fantastic fit for all of the upcoming designs I had in store. Some of the best pieces I have ever done are above to see. Ranging from pocket prints, full A3 sized back prints, and even A1 posters.
using the right messaging and SOCIAL MEDIA
When it comes to any online business, a strong social media presence is absolutely key for a successful marketing strategy. Every two to three days, I would post social media content and stories displaying a new print, a new photoshoot location, and new designs on the way. Summer deals and January sales were also frequent, and promotions for my in person market stalls made centre stage on Instagram reels. As Urban Squid has now transformed into my shop page, this social media presence will continue stronger than ever.
ike thomas