How to Build Brand Energy

Using both online tools (the brat art generator) and the offline BRAT wall in Brooklyn, Charli handed the ‘roll-out content’ keys over to fans.

**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 t

IT’S FUN

Most crucially, BRAT offers a transportive form of musical and visual escapism and fun that encourages the audience to shake it off and get involved. It isn’t too serious, which, given everything going on out there, might be exactly what's most needed.

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

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.

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 mu

Through both the album itself and her content around it, Charli has been honest and candid about where she’s at. It’s a refreshingly honest contribution amidst a category clogged with insincerity. She’s holding the insecurity of being who she is, online, in the world, in these parties along with the rush of just being a person getting lit with her

highly flexible, participatory brand system

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