304 Clothing

Finding the Core of 304

January 2021


The Client

304 is a bold, timeless streetwear brand for men, women, and children. They’re all about creating customised, quality pieces that allow people to express who they are and what they believe in.


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The Brief

To light a fire in the hearts of their community, 304 needed to know what was at the heart of their own brand. Where are they going? Why do they exist? How should they look and sound for their brand to resonate with like-minded people? They needed unshakeable brand foundations, so that’s what we delivered.

The Solutions

From laying the foundations of 304’s emotive mission, vision, and values to the finer details of their visual style and tone of voice, we collaborated on 304’s Brand Bible, ensuring that no matter where 304 appears, it feels like 304.



Brand Immersion Marketing and Direction

To kick off our partnership with any brand, we recommend a series of collaborative workshops, and 304 was no different. We took the time to immerse ourselves in everything 304, and collaborated on initial research to guide the future direction of the brand: 

  • Brand positioning vs competitors 
  • Brand USP vs competitors
  • Customer surveys to develop audience segments and personas

 Finding the core of 304 

With an understanding of 304’s existing community and industry competition, we turned our attention inwards. For consistent and confident branding, you need to know why you exist, who you exist for, and where you’re going.

Further collaborative workshops were used to develop and refine 304’s:

    • Mission: The fire that drives them to work hard every day.
    • Vision: 304’s vision for their brand and community’s future.
    • Values: The innate qualities behind everything they do and will do.
    • Positioning statement: One powerful line which encapsulates everything above and communicates 304 in an instant. 

Developing 304’s design

In branding, how a brand looks is just as important as what a brand says. That’s why it’s essential to create a cohesive visual style across all customer touchpoints, so that people understand 304 even at a glance. For a full suite of design rules and tips, this includes:

  • Logo variants, usage and misuse 
  • Colour palettes 
  • Typography rules
  • Graphic devices
  • Iconography 
  • Photography styles 

Once we had these rules locked down, we created a collection of templates for 304 to confidently use across any of their channels, knowing that they had the full force of 304’s sleek design behind every message.

Creating 304’s tone of voice 

Finally, we cement the 304 vibe with a tone of voice that captures and highlights the brand’s personality in everything they do. Like the design, this will touch every part of the brand and comes with rules and guidance to put the power of content in the hands of the brand. Guiding this tone of voice, we created:

  • Brand personality definition 
  • Personality traits 
  • Tone of voice scales 
  • Structure and style guidelines 
  • Written examples in context
  • Writing checklist
  • Brand thesaurus 

This way, no matter who creates 304’s content going forward, it always feels and sounds like it’s coming from the same brand.


Now, with the 304 Brand Bible by their side, the team at 304 are more powerful than ever. They know who they are, what they’re working towards, and everything they create, from website content and marketing emails to push notifications, has that unmistakable 304 feeling.

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