Hot Topic Brand Refresh

Client: Hot Topic (Conceptual Project)

Role: Creative Director

Scope: Brand Refresh and Strategy

Problem: Hot Topic is a legacy brand that has acted as a space for “alternative” teens and young adults to express themselves for generations. However, in recent years it has evolved into a fandom-dominated glorified comic con booth.

They rely heavily on constant clearance deals which suggests a steep decline in sales performance.

Strategic Thinking: Channel the alternative roots that built the brand while adapting to the budding interests of Generations Z and Alpha. The new Hot Topic channels warmer earthy vibes and leans into the growing popularity of spirituality and the occult.

To celebrate the brand re-launch, they will introduce a tarot-inspired sales campaign in which consumers will draw a tarot card that represents the past, present and future (a popular three card spread in a tarot reading) on their visit which determines the purchase discount they receive.

Additionally, they will partner with Spotify and emerging alternative artists to develop curated playlists to inspire their consumers and embrace their roots.