PacSun was a misguided mess that had gotten away from its counter cultural roots, using Kendall and Kylie Jenner as spokespeople for no apparent reason. In order to re-brand PacSun, we went back to its roots in rebellious board sport culture to show the target they don't need to play by society's rules, nor those of physics.
In order for a brand to succeed, it must have a concrete set of ideals (something PacSun was previously lacking).
We created green screen in-store photo booths with pre-loaded backgrounds for each type of board sport so customers can see how their clothes will fit in the actual environments in which they'll be wearing them. Photos from the booth can be shared to Instagram easily by following on-screen prompts within the booth.
We organized the store into three different sections that correspond to the environments used for snowboarding, surfing, and skateboarding to help board sport enthusiasts find the clothes they need.