The Brooklyn Circus Branding
March 2021

The Brooklyn Circus
Branding, 2019 - present

The Brooklyn Circus, spearheaded by creative director Ouigi Theodore, has been a cultural institution in Brooklyn since 2006. The BKc is not just high-end garments, Ouigi has been pushing and supporting the community since day one. In 2019 New Studio and BKc got together to find solutions for two questions: A. what's the next stage from here? and B. how do we introduce their cultural content? Strategically we positioned the cultural content on the same level as the product, the product stories originate from the people and the culture and vice versa, one does not exist without the other. From here we create a world that equally supports the product as the people and their stories. The BKc is transitioning into a cultural platform with a media arm to its fashion brand. Stay tuned for more to come.


Brand Positioning
Brand Strategy
E-commerce/editorial Website
Social Media Strategy


Axel Peemoeller - Strategy and Creative Direction
Rita Matos - Art Direction and Design
Amorim Abiassi Ferreira - Web Development
Luis Ferreira - Web Development
Zé Quintino - Sound Design


Showcase video we developed for the launch of Brooklyn Circus "The All American Uniform" collection, presented in the Apple Store at 5th Avenue, New York.