Restoring a pop culture powerhouse to its former glory by giving it purpose.
“Never heard of it.” - most high school students
“We should go back to what we used to be. More music, less superheroes. I think we’d be better for it.” - Berd, HT employee
“Goth is just like any other subculture. It's not dead, it's just changed.”
New Visual Identity
I worked with art director Jason Goldberg to nail down the look and feel of our store and brand to reflect Hot Topic’s newfound sense of purpose. The visual identity embraces modern pop art’s bright colors and irregular letterforms, and the store design itself is minimalist and subdued.
We grounded Hot Topic’s reboot in iconic elements of the store. The color palette is still black, red, and white, but with an emphasis on red and white, and the store entrance is the same circular gateway, albeit a less foreboding one.
The store itself would undergo a dramatic shift from its current, cluttered layout to an open floor plan populated by intentionally curated products and music services. Think: quality, not quantity. No more licensed nonsense; Hot Topic will sell high quality music apparel and merchandise. We did, however, decide to keep the T-Shirt Wall, as it is a key part of the brand’s original identity that’s worth owning.