PRODUCT DESIGN • MARKETING
AGENCY : BWT ENTERPRISES • ROLE : DESIGN LEAD | MARKETING CO-ORDINATOR | PRODUCTION • YEAR : 2012-2017
AGENCY : THE BRAND STABLE • ROLE : FREELANCE PHOTOGRAPHY + DESIGN CONSULTANT • YEAR : 2017-2018
BRAND DEVELOPMENT
PRODUCT DESIGN + PRODUCTION
QUALITY ASSURANCE
PRINT + DIGITAL MEDIA
SOCIAL MEDIA
PHOTOGRAPHY
MARKETING CO-ORDINATION
MEDIA BUYING
TALENT SOURCING
COLLABORATIONS
OVERVIEW
Starter is a globally recognised merchandiser of apparel and accessories for American major league sports (MLB, NFL, NHL and NBA) established in 1971. The company made licensed sports apparel a fashion status symbol and created brand loyalty through its emblematic 'S and star' symbol, which would appear on the back of the cap and on the sleeve of their jackets. This was considered an innovative branding choice which they would draw focus on in their campaigns with their tag line, "Look for the Star".
Their aesthetic over time has remained true to its roots while staying relevant via collaborations and re-releases of classic silhouettes and styles that dominated in the 80s and 90s through its cultural relevance via music (pre-dominantly hip-hop), sporting media and many films like Coming to America - which in 2012 inspired the G-III Apparel Group (with license holder ICONIX) to instigate the brand's resurrection through the production of replica jackets worn in the film.
As a child growing up in the 90s, Starter was a coveted brand for me and my friends. It has been a career highlight to be able to work on various aspects of its relaunch into the Australian / Asia Pacific market since 2012. Primarily as a designer, I have worked across product development / design and marketing projects for Starter Black Label via BWT Enterprises (from 2012 - 2017) and through The Brand Stable who took over the Australian license for the brand in 2017.
