"Kenzie started here 3 months ago and has a bigger vision for CHICKS than we do as a company."
- Erika Nardini, Barstool CEO to C-Suite Mass Email
I took the initiative to propose a comprehensive rebranding concept for CHICKS, a move that would better align the brand with its content and objectives. The existing CHICKS branding lacked clarity and direction. With an audience that had an even gender split, I aimed to create a unisex brand while enhancing its female appeal. Recognizing Barstool Sports' primarily male audience, I crafted a new tagline that ensured inclusivity without alienating the core female demographic. The goal was to maintain the simplicity of Barstool's branding while creating a bold wordmark that could stand confidently alongside the existing Barstool logo.
Contributions:
Concept Development: Pioneered the rebranding concept for CHICKS, aligning it more effectively with the content and audience.
Unisex Appeal: Crafted a branding approach that was unisex while strengthening the brand's female voice.
Tagline Strategy: Developed a tagline that acknowledged Barstool's male-dominated audience but emphasized CHICKS' focus on serving female interests.
Design: Created a bold wordmark that maintained the simplicity of the Barstool brand, ensuring it could coexist harmoniously with the existing Barstool logo.
This project underscored my ability to take initiative and propose a rebranding strategy that addressed the brand's identity, its audience, and the broader context within Barstool Sports.
CHICKS' audience is younger, social drinkers, and lovingly referred to as hungover Degenerates, Hot Messes, and Blackout Beckys. This branding remains consistent across all social channels
WEBSITE MOCKUP
We ultimately decided against creating a cleaner, lifestyle-focused store to focus on other efforts. This was pitched to attract a female audience outside of the Barstool bubble since women are hesitant to support the brand due to it's volatile media coverage.