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Branding the Beat of African Streetwear

Streetwear, originating from American countercultures and reinvented on African streets, pulsates with self-expression and community spirit. In Africa, local creatives infuse heritage and bold aesthetics, creating a unique style that celebrates cultural power. Streetwear transcends fashion, becoming a dynamic expression of identity, telling personal stories in the energetic and resilient streets of African cities. Streetsouk, Africa's largest streetwear convention, leads this cultural movement, providing a space where streetwear converges with the rich tapestry of African identity.

Established in 2018, Street Souk champions vibrant streetwear culture, acting as a dynamic platform connecting over 200 brands with passionate consumers. While propelling Africa's streetwear scene into the global spotlight, Street Souk acknowledges the need for transformative change to stay innovative in the ever-evolving landscape of streetwear.


What We Did: Brand Identity Design, Website Design and Development

The decision to rebrand and revamp its online presence was not just about a cosmetic change; it was a strategic move to stay relevant, resonate with a broader audience, and embody the cutting-edge spirit of the streetwear culture it so passionately represents. Their decision to rebrand and revamp wasn't a whim, but a strategic dance move orchestrated to connect with a broader audience while preserving the raw, "cool kid" spirit that made them Street Souk in the first place.

Recognizing the need for a partner who understood this delicate balance, Street Souk turned to us. The challenge we embraced: crafting a brand identity and website that seamlessly harmonized modern sleekness with the inherent, irresistible coolness of streetwear.


Street Souk as a Catalyst for the Creative Economy

In shaping its new brand identity, Street Souk emerges as a dynamic force propelling the creative economy forward. Grounded in the belief that the future is fueled by creative ideas, Street Souk positions itself as an accelerator, empowering young Nigerians to harness their creativity and transform ideas into valuable assets. The brand offers a unique platform for curating, marketing, and selling these creative endeavors, with a special focus on the vibrant world of streetwear.

At its core, Street Souk is not merely a marketplace for clothing; it is a community-driven hub that champions the intersection of style, culture, and technology. Serving as a catalyst for innovation, Street Souk brings together a diverse community of artists, designers, fashion enthusiasts, and tech-savvy creators. The brand recognizes that the creative economy thrives on innovation and technological advancement, and it actively contributes to this ecosystem.

The essence of Street Souk's new brand identity lies in the celebration of individual expression. Beyond the confines of conventional fashion, it embraces a new era where personal creativity takes center stage. By providing a platform for the convergence of diverse talents, Street Souk redefines the traditional boundaries of creativity and commerce, paving the way for a community-driven, dynamic, and economically impactful creative economy.


Crafting a Digital Realm Echoing Street Souk's Live Energy

In the pursuit of translating the dynamic spirit of Street Souk's live events into a captivating online experience, our design approach was deliberate and meticulous. We embarked on a journey to analyze and understand the essence of the experiences people cherished from past live events. The goal was not merely to replicate but to elevate, ensuring that the online platform became a seamless extension of the vibrant atmosphere and unique energy Street Souk is known for.

Every facet of the website was a canvas where we asked ourselves, 'Does it really need to be there?' This question became our guiding principle, urging us to scrutinize each experience, feature, and detail.

We decided to keep it simple as a redesigned product, focusing on its core. Orienting the product around its most essential features:



The pulsating heart of Street Souk's online realm, providing visitors with a dynamic and immersive experience. As the landing page, it offers a visual feast, showcasing the new branding in its prime. Brands find a dedicated space to register, gaining access to the exclusive events hosted by Street Souk. Users are greeted with a curated lineup for the upcoming year, teasing the excitement and diversity that each event promises.



A digital marketplace that goes beyond typical merchandising. It exclusively features official Street Souk event merchandise, creating a space where users can not only buy clothing but also own a piece of the authentic streetwear culture celebrated at each event. The Store is a testament to the brand's commitment to exclusivity, ensuring that enthusiasts can carry the Street Souk experience with them wherever they go.



The Gallery is a curated collection of visual narratives, offering a stroll down memory lane through the lens of past Street Souk events. Cataloged by year, it provides users with a nostalgic journey, encapsulating the vibrancy and diversity of each gathering. Through this visual archive, Street Souk's legacy is not only preserved but celebrated, creating a virtual space where the community can relive cherished moments and anticipate what the future holds.



The central hub for enthusiasts eager to secure their spot at the next Street Souk event. This feature streamlines the ticketing process, ensuring a seamless and user-friendly experience. From early bird specials to VIP packages, users can explore various ticketing options, enhancing their journey from online anticipation to on-the-ground participation.

These experiences formed our base for building its architecture and making sure the most important features were always obvious and emphasized.


Navigating Diverse Perspectives for Seamless Experiences

In our pursuit of an enhanced user experience, we thoroughly explored the distinct needs of three primary user groups: brand owners, event attendees, and curious visitors. This involved lively debates, in-depth discussions, and divergent sessions to understand each group's unique perspective.Our research phase meticulously identified key personas: brand owners seeking registration, event attendees looking to purchase tickets, and curious visitors wanting to grasp the essence of Streetsouk. Transitioning from research to analysis, we employed sketching, wireframing, and use case development to comprehensively map out each user's journey.


Navigating Simplicity with Interactive Flair

The Streetsouk website was meticulously crafted with a primary goal of providing a clear and easily navigable experience tailored to its energetic and youthful user base. The interface centers around simplicity, ensuring an intuitive journey for brand owners, event attendees, and curious visitors.Key features, such as the buy ticket option, are strategically highlighted with vibrant brand green upon hover, not only enhancing visibility but also injecting a playful element reflective of streetwear culture. Interactive animations, like the top scroll transition from "REGISTER A BRAND" to "BUY TICKET," add a dynamic and engaging touch, effectively communicating information and maintaining user interest.


We seamlessly blend the authenticity of cultural narratives with the innovation necessary for global resonance. The alchemy lies in our ability to harmonize authenticity and innovation, creating a unique and impactful experience that sets us apart.

A subsidiary of
The Unruly Group