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For over 30 years, What Goes Around Comes Around (WGACA) has been a leader in luxury vintage and pre-owned fashion, offering curated designer pieces to a discerning clientele. As the brand expanded, it needed a refined brand identity, strategic positioning, and an optimized digital presence to reinforce its authority in the evolving resale market. Sweden Unlimited was brought in to modernize WGACA’s branding, refine its messaging, and develop a more strategic digital and social presence—all while maintaining the brand’s deep-rooted legacy of authenticity, sustainability, and luxury fashion expertise.
Despite WGACA’s reputation as a trusted luxury vintage retailer, its branding and digital presence lacked consistency, clarity, and a modern edge. The brand needed a refined visual identity, a more strategic tone of voice, and enhanced digital storytelling to better connect with its audience. Additionally, WGACA required a more structured social media strategy and photography guidelines to ensure a cohesive look and feel across digital platforms.
Sweden Unlimited provided a comprehensive brand and digital strategy, focusing on key areas that would enhance WGACA’s visual identity, social presence, and market positioning:
Brand Identity & Messaging
Content & Visual Strategy
Social Media & Business Strategy
Before diving into visual design, every successful rebrand or brand refresh begins with strategic groundwork. Our first phase focused on deep research, stakeholder insights, and competitive analysis to define WGACA’s unique position in the luxury vintage market. Through landscape research, stakeholder interviews, and collaborative workshops, we explored the brand’s history, audience, and competitive space—distilling key insights that would shape its positioning, messaging, and future creative direction. This process ensured that every design decision was rooted in strategy, making the brand not only look better but feel more purposeful and ownable.
With a solid strategic foundation in place, we translated WGACA’s refined brand positioning into a comprehensive visual identity system. This phase was about more than aesthetics—it was about creating a consistent, flexible, and instantly recognizable brand presence across all platforms. We explored typography, color palettes, and refined logo applications, ensuring they aligned with the brand’s elevated yet approachable tone. Through mood boards and art direction guides, we established distinct creative approaches for campaigns, social media, e-commerce, and editorial content. Every element was crafted to work seamlessly across digital and physical touchpoints, reinforcing WGACA’s status as the ultimate authority in iconic vintage fashion.
Inspired by classic and timeless ads of the 1980s and 90s like Blackglama, Absolut, and LA Eyeworks, this campaign creates a simple, repeatable series of thumb-stopping imagery centered on a single question: What makes an icon?
The campaign positions What Goes Around Comes Around as the ultimate curator and authority on transforming fashion items into icons. It defines these distinctive pieces as enduring elements of fashion history. By pairing remarkable faces with coveted vintage pieces, this series creates bold, arresting poster-like images that honor the past while standing the test of time.
The execution leverages licensed vintage photography to resurrect iconic models from fashion’s golden eras. Rather than starting from scratch, we’ll breathe new life into fashion history through Generative AI and AI video technology, allowing legendary models to showcase timeless pieces once again.
