Hobo Brand Book
Brand Voice | Creative Direction | Content Strategy | Copywriting
I partnered with marketing exec Stacy Lastrina and Creative Director/Design Mark Kucharski to refresh and reposition Hobo. We conceived not just a brand, but imagined an entire world for the Hobo woman, bringing it to life through brand narrative, rich content, and experiential ideas.
We took this project beyond the traditional confines of brand voice and visual guidelines, creating a volume that encapsulated both the storied history of the brand and its origins as well as the modern Hobo customer, her life, and her proclivities. From travel and music to her home and how she gets around town, the brand and the muse became one. This seamless fusion lent itself to a plethora of ideas, from campaigns and content to festivals and other objects.
