Been There Done That.
Rebranding a Streetwear Identity
Building a visual identity around community, culture, & the stories that brought us here.
Been There Done That (BTDT) came to us with an idea that was bigger than clothing. The brand was created for people who have experienced starting over, moving to a new country, navigating unfamiliar spaces, and building a life from the ground up. The goal was to create a streetwear identity that could carry those stories while still feeling contemporary, expressive, and culturally relevant.
Our challenge was to translate that purpose into a visual identity that felt personal rather than corporate, bold rather than overly polished, and meaningful without becoming overly literal.
The Challenge
BTDT needed more than a new logo. The brand needed an identity that could grow with its community and communicate its story across clothing, social media, campaigns, packaging, and digital experiences. We wanted to avoid the typical approach to streetwear branding, overly structured typography, predictable symbols, or visuals that rely solely on trends. Instead, we focused on creating something that felt like it belonged to the people wearing it.
The question became: How do you turn the feeling of “I've been through this too” into a visual identity?
Starting With the Story
Before designing anything, we focused on understanding what Been There Done That actually stood for. At its core, the brand is about reassurance. It's the feeling of meeting someone who has already gone through what you're currently experiencing and realizing, maybe I'm going to be okay too. That idea became the foundation for the entire rebrand.
Rather than positioning BTDT simply as a Canadian clothing brand, we developed the identity around community, resilience, new beginnings, self-expression, and belonging.
Reimagining the Website
The website became an extension of the brand story rather than simply an online store. We developed a more editorial, community-driven experience that introduces visitors to what BTDT represents before asking them to buy anything. From the About Us experience to product storytelling, new arrivals, newsletter messaging, and community-focused sections, every part of the website was written to sound like a real person talking about something they genuinely believe in. The result is a digital experience that balances streetwear culture, storytelling, e-commerce, and brand personality.
More Than Clothing
One of the biggest shifts in the rebrand was changing the way we think about the brand's role. BTDT isn't only selling a hoodie or a graphic tee. It's creating a place where someone can see their own experience reflected back at them. That's why the identity needed to feel approachable and human while still having the visual confidence expected from a modern streetwear brand.
The clothing starts the conversation. The community keeps it going.
Designed for What's Next
We approached the BTDT rebrand with the future in mind. The identity needed to work on a website today, a hoodie tomorrow, a campaign six months from now, and eventually across an entire community of people with completely different stories. That's what makes this project exciting for us. We weren't simply redesigning a logo.
We were creating the visual foundation for a brand that has a story worth sharing.
Been There Done That
Been there. Done that. Now we're building what's next.