Hard Knock Society
BRANDING • PRINT • CONTENT STRATEGY
Project
M. Scott Media was commissioned to develop the brand personality and messaging for Hard Knock Society, an edgy underground clothing brand. This project presented a distinctive opportunity, allowing the team to craft a compelling brand identity that resonates with the target audience while also designing the visual elements that would be featured on the clothing itself. By merging brand strategy with creative design, M. Scott Media was able to shape both the narrative and aesthetic that define Hard Knock Society, ensuring a cohesive and authentic representation across all touchpoints.
Objective
Develop a brand and messaging strategy that resonates so strongly with kids and young adults that they feel proud to wear it in their local neighborhoods, at school, and while hanging out with friends. The goal is to create a brand identity that not only reflects their personal style but also becomes a symbol of their individuality and community. This brand should be more than just clothing—it should embody a sense of belonging, confidence, and cultural relevance that speaks to their everyday lives. By capturing the spirit and aspirations of this young audience, the brand can make a lasting impact, becoming a go-to choice for self-expression and connection.
Execution
Sharpies leave a lasting, indelible mark on anything they touch, transforming even the most imperfect strokes into something unexpectedly powerful. This characteristic became the foundation for creating Hard Knock Society’s gritty, urban aesthetic. By first using Sharpies to hand-draw designs, we embraced the raw, unrefined energy that comes with each stroke. These illustrations, with their bold and imperfect lines, were then digitized, preserving the authenticity of the original artwork while allowing for further refinement. This process captured the essence of the streets—unpredictable, bold, and unapologetically real—infusing Hard Knock Society with a distinctive urban vibe that speaks to the brand’s roots and its connection to the culture.
