MICHAEL NALLEY
BASIK 855
Originally named Push Pull Cambodia, the company needed to re-brand itself as a more fashionable brand to better appeal to its Western consumer base, while not loosing its cause oriented roots. I led the re-branding, starting with renaming the company basik 855 (a nod to the ikat weaving process and the Cambodian country code, 855) and formerly established the three brand Pillars of fashionality, ikat weaving and the cause. I photographed and produced an extensive image library with shoots in Cambodia, NYC and Seattle to better position the brand internationally.
REBRANDING & FASHION WITH A CAUSE
Formerly Push Pull Cambodia, WAX rebranded the company as basik855, a more fashion oriented name
with a nod to the ikat weaving process and the Cambodian origins (country code 855).The logo communicates the all cotton material and the "b" references the Khmer letter forms.
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Basik855 is a fashion accessory business with strong cause oriented goals of creating better living
conditions for its artisan weavers and their families. 10% of all profits tackled the clean water needs of the village. Though the cause is important to basik855 customers it is understood that the product must be presented as fashionable. The website balances the aspect of fashionality, relying on content from the weaving studio in
Takeo Cambodia and fashion shoots in Phnom Penh, Los Angles, Seattle and New York City.
BRINGING THE PRODUCTS TO THE PEOPLE
The company uses a variety of channels from product placement in boutiques in Phnom Penh
and the US, to the website and Instagram.
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TRADE MATERIALS
WAX developed materials to introduce retailers to the product line and keep them up to date on new lines.
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TRADE SHOWS AND BRAND DIFFERENTIATION
Basik855 relies heavily on trade shows to introduce US retailers and fashion bloggers to the brand. The brand can't afford
to miss any opportunity to communicate its messages, so a series of posters were placed throughout the booth.
BRAND VIDEO FOR WEBSITE AND TRADE SHOW
The video connects that fashionality of the brand with the handmade weavings from the artisans in Cambodia.
BASIK855 BRANDED CONTENT
Based in Takeo Cambodia with sales primarily from the US, basik855 is automatically an international
brand. The challenge was to convey that on a small budget. I was able to affordably create a content library
with photo and video shoots at the weaving studio in Takeo Province and produce fashion shoots
in Phnom Penh, Los Angles, Seattle and New York City.
