GODOH is a trucker hat brand based in the United States.

When GODOH approached us, its founder was looking to escape the product orientation mindset with the hope of finding meaning, and creating something that people all around the world could truly connect with. While GODOH was trying to move away from its old logo, this was going to be more than a logo refresh exercise. GODOH needed a brand.

We immersed ourselves into the business. Starting with distilling the acronym that formed the brand name GODOH - God's Own Destiny (purpose) Over Humanity (human limitations). This was the origin of our vision for a brand that inspired its audience to reach for greatness by pushing beyond human limitations and embracing purpose.

Going a step further, we drew insight from the historical relevance/symbolism of trucker hats to the American people - A badge of honor, and went further to scrutinize the place of trucker hats in modern culture.

Our findings proved what we always knew to be true - trucker hats, like everything fashion, have always served a greater purpose. More than clothing, it's about making a statement and representing - just like in old times when trucker hats represented blue collar pride, today people wear them to REPRESENT.

As part of our strategy, we clearly defined target communities for the brand; from Outdoor Enthusiast (Hikers, Tourists, Parkour Runners, Skaters, Street Dancers, Content Creators) to Sportsmen, Sport Superfans and Hipsters. From analysing them, we were able to articulate the one thing they all represent - Greatness; whether it's in the making or in the fullness of its glory.

All of our learnings put together created a clear path for design thinking in developing the new brand identity.

Simple yet powerful, the new icon signaled a new era for GODOH, established a new pathway for storytelling, strategic partnerships, community engagement, brand action & activation, and gave birth to the moniker - the greater brand.

With our new icon on the new production lines, we ensured that every time people wear our hats, they're representing GREATNESS.

From our brand purpose of inspiring greatness, we forged our supercharged brand platform "MAKE THE WORLD REMEMBER" calling on our audience to rise to the challenge of becoming iconic greats.

To promote this new philosophy, we crafted "THE GODOH MANTRA".

Our mantra evolved into a film.

The film was presented to the audience at the grand launch in Maryland USA.

As part of the overall exercise, we developed a set of brand principles and a flexible design kit that governed the execution of all brand designs from merch to campaign materials, ensuring consistency across all creative expressions.

Excerpt from the brand principle doc.

Product Designs, Extensions & Merch.

We developed a moodboard and worked with US based talents to develop a photo bank for the brand, which was also used to develop campaign assets.

The project culminated in a very successful launch with remarkable sales results at the launch event. But more importantly, it has given GODOH a clear path for growth and connection with the world around it.

In a totally incredible turn of events, a few months after the launch, one of Nigeria's Afrobeats Icon - Davido, was seen donning a GODOH hat, giving the brand more mileage and solidifying its association with greatness.