Working with this fashion retailer, Wade developed an identity system, brochure and interactive promotional CD. These pieces were reflective of the urban culture of it’s customers and built not around the products, but emotive images of lifestyle that the streetwear, sportsgear, and shoes in store promote.

The brand successfully identified itself as a prominent member of the urban community by capturing the essence of it’s fashion. Unfortunately all the works didn’t make it to full production. Completed in 1998, it is pleasing to see the layout can maintain a distinct character while standing the test of time.