INDUSTRY:
BRAND AUDIT & STRATEGY
CLIENT:
DESIGN STUDIO GROUP PROJECT
YEAR:
2025
Palace.
About.
A brand audit and campaign strategy for Palace, the London-based skate brand known for raw team edits, dry humor, and deep roots in skate culture. Persona and journey-mapping research surfaced a widening gap between Palace's core skate audience and its increasingly commercial, fashion-forward image.
problem.
Palace's growth into global fashion and luxury collaborations has expanded its reach—but pulled the brand further from the local skaters who built its identity. Research into Palace's core audience found real frustration with brands that chase trends, feel copy-paste, or price authenticity out of reach. As one persona put it: “Don't polish it, skate it.”
results.
“For Skaters by Skaters” a campaign strategy centered on community, authenticity, and local scene credibility. The recommendation: Palace x Emage, a collaboration with an established Denver skate shop and community hub (est. 2001), bringing the brand back into a real local scene through an event at Denver skate park—with a full identity system (collab logo lockups, posters, event props, hoodies) built to feel earned, not marketed.
