Visual Communications Study: Thread and Theory

Publication Date

Spring 4-6-2026

College

O'More College of Architecture & Design

Department

Fashion Design and Merchandising

Student Level

Undergraduate

Faculty Mentor

Dr. Nia Allen

Presentation Type

Talk/Oral

Summary

Thread and Theory started as a classic and timeless bridge brand emphasizing lasting quality and refusing to focus on trends. Their commitment to their identity is a central part of their brand, but this also puts them at a loss when it comes to competing in the modern market against fast fashion and luxury brands. We are re-branding Thread and Theory to build a firm base of loyal clients and expose the brand to a wider audience who have yet to discover the brand. With this rebrand; Thread and Theory will now focus on pop culture and celebrity figures to share their pieces with potential clients.

With this research project we also intend to keep their image of being a high-quality brand selling classic pieces that can work for everyone while maintaining our current audience. With this research project we plan to showcase how to re-brand Thread and Theory as a connector between luxury and mass market. With this research project we will further explore how the brand’s identity quality, and prices will reflect through a visual marketing strategy.

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