The simpler and more easy your brand codes are to emulate, the more participation and expression you can inspire. Embrace a lo-fi, hands-on system.

highly flexible, participatory brand system

• Charli’s curation of the Brat collection at Roxy Cinema celebrated the tenets of a “BRAT” lifestyle, dimensionalizing the project beyond a one-off album, and turning it into a lifestyle and a mindset.

the success of packaging up a cultural product with its most committed community front-of-mind, being outside and touching people, offering exclusive artifacts and experiences to them, and letting them do the rest to interpret and build your brand energy for you.

this anti-design of sorts, and think it can be just as (if not more) successful than more stereotypically “well-crafted” design.”

Going with something so lo-fi invites every corner of the internet to participate and enables those who want to be a part of the dialogue to share their own

Cultural companies design products from the core of the community they want to serve, and are open to expanding their brand story into something more akin to a lifestyle vs. a one-off product. Bringing your co-creators upstream with you, and knowing exactly what you’re designing for is a way to guarantee adoption and amplification. Identifying a

**THE CLUB AS A LIFESTYLE PLATFORM: IT’S BIGGER THAN BRAT

**Bushwick circa 2022 onward is one of the most meme’d lifestyles, identities and ‘vibes’ that New York City has produced. The growing crop of club venues even amidst record rent raises demonstrate an urgent appetite for community, connection, and escapism that has emerged from that year or

To me, BRAT has been the ultimate demonstration of cultural world-building, Energy marketing, designing a product and a campaign with its most extreme consumer and fan in mind, and the most acute demonstration of how irl Authenticator moments drive url interaction and amplification.