Over the Influence

The Art of Retail

Over the Influence needed a platform to amplify their artists’ shows and create future collaborations that could bring art, fashion, and street culture together.

Starting with the name only, we looked to streetwear and fine art cultures and markets to build a unique positioning for their fledgling brand, Garey the Third.

Starting with a modular brand system, we created a flexible identity for Garey the Third that could be used across physical, digital, social, and retail channels.

With the identity system in place, we built a social strategy and started up their social channels, giving their team a solid media plan for the first year after launch.

Since Garey the Third was going to have an international audience, we built an e-comm site that would allow fans from anywhere to access the highly coveted editions produced for the store.

Garey the Third was housed in a physical space that needed a design to maximize the unusual dimensions of the building it was located in. Long and narrow, with extremely high ceilings, the space presented a challenge that we solved by overextending the fixtures to create a peak that helped define the space within a space. This successfully created the drama they were looking for and made for a highly shoppable space. We moved from design to fabrication, production, and installation, with our team on-site to ensure everything went to plan.

With all the necessary elements in place, Garey the Third successfully debuted their newest brand at ComplexCon, making their brand a must-see in their space.