Boxfresh: myboxfresh.com
Designing and building a desktop application and
microsite for streetwear brand Boxfresh
Background
The Boxfresh brand was born in 1989 when founder Roger
Wade began selling customised prints on vintage stock t-shirts and
sweats on stalls at London's Greenwich and Camden markets. Twenty
years on and Boxfresh now has significant global partnerships
throughout Europe, North America and South Africa.
STEAK was appointed to help Boxfresh reinforce its
heritage as one of the founding fathers of the British streetwear
movement and to engage with its consumers online.
STEAK was tasked with designing an inspiring community
site - myboxfresh.com - that leveraged user-generated content and
played up Boxfresh's close brand association with dance music and
hip-hop artists. Within the blog, STEAK was also asked to create a
downloadable desktop widget which allowed users to see updates to
the microsite in real-time.
Work
The microsite included a blogging functionality with news,
streetwear, profiles and music categories. Again, playing on its
musical heritage, Boxfresh enlisted 16 professional collaborators
including Mixmag, international dance music label Global
Underground and renowned artist Pete Fowler, giving them their own
profiles and including links through to MySpace, Twitter and
YouTube. Users were able to upload and share playlists playable
through Spotify natively whilst Boxfresh could engage with users
through competitions and masterclasses.
Results
STEAK's efforts allowed Boxfresh to:
- Create a dialogue with those interested in the
brand
- Reinforce brand associations and history
- Champion and form meaningful partnerships with a core
group of collaborators