When tasked with leading the rebranding effort of one of America’s largest specialty retailers, our approach was grounded in simplicity, driven by a new logo mark , minimalist color palette, and sleek material vocabulary that would cascade across every imaginable consumer touchpoint, from signage and marketing, to live events and store architecture. This seismic shift empowered PacSun to reinvent itself as a contemporary alternative to its aging competitors within the mall, and build stronger relationships with their customers. Upon completing the identity reset, which included new mission and vision statements, branding, and creative direction, Shanty led the redesign of PacSun's e-commerce website, executed 360 marketing campaigns, and launched an in-house namesake brand which quickly became the #1 revenue driver for the company.