77th Street reigns as a top streetwear icon among Singapore's stylish youth. Boasting an eclectic mix of local and global brands, their high-quality streetwear and accessories are a statement of unique hipness. In redefining their brand, I distilled it to the essence – adopting the brand name styled as a street sign. I seamlessly melded their fashion and accessories for the visual identity, using chic photography to playfully blend urban elements like skyscrapers, roads, and street lamps.
Agency: Lowe Lintas & Partners Singapore
Design Director: Thomas Yang
Copywriter: Jay Phua
Photographer: Alex KaiKeong
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