THE CHALLENGE
The Alley Chicago wasn’t just a shop, it was a landmark of punk, goth, and rock culture since 1976. But its legacy didn’t translate online. With the final chapter approaching, the brand needed to go out swinging with a digital presence as loud and unapologetic as the store itself, and a campaign to bring die-hards through the doors one last time.
THE SOLUTION
I built a digital and marketing system that kept the grit and turned nostalgia into action. The landing page was raw, direct, and full of punchy CTAs and product placements. But here’s where strategy came in: instead of leading with their famous hand-screened tees, we flipped the script and put shoes front and center.
Why? Because shoes and leather jackets were always The Alley’s top sellers, they just never talked about it. By leading with what actually made money (higher price points, visually striking, and attractive to serious alt-style shoppers), we repositioned The Alley as a full alt-fashion destination, not just a souvenir tee stop. The shirts still got prime placement right below, keeping longtime fans happy while expanding perception for new visitors.
The photoshoot was a tribute to the culture. I shot a longtime employee and burlesque performer in styled product shots that looked more like zine covers than ecommerce. I also designed the OOH posters and wrote all the copy to match. The campaign was unapologetically local, loud, rebellious, and impossible to ignore.
MY PART
As Creative Strategist and Designer, my contributions included:
✔ Designed a strategic landing page that led with what actually sells while keeping the legacy intact
✔ Wrote brand-first copy, snarky, sharp, and unmistakably Chicago
✔ Directed and photographed a custom shoot rooted in underground iconography
✔ Designed digital and OOH ads that called old fans back home
✔ Built visual campaigns that hit like merch drops, not clearance racks
THE RESULT
The campaign drove foot traffic during The Alley’s final months, bringing longtime fans and new customers through the doors to experience the legendary shop before it closed. The digital presence gave the brand a second life online, where it continues to sell merch and carry the legacy forward with the same attitude that made it iconic. The Alley’s physical doors may have closed, but the rebrand ensured the spirit didn’t die with the storefront. It lives on through a site that still operates and a community that still wears the brand like a badge.
