THE CHALLENGE:
The Alley Chicago, a staple of punk, goth, and rock n’roll since 1976, needed to modernize its digital presence without losing the rebellious, underground energy that made it iconic. The challenge was twofold: transitioning a deeply subcultural brick-and-mortar brand into a compelling online experience while maintaining the gritty, unapologetic identity that had built a loyal following for decades.
Also, as the store neared its final chapter, it needed targeted marketing efforts to re-engage the local community, to make sure The Alley went out with the same impact it had when it first opened its doors.
THE SOLUTION:
Build a digital and marketing strategy that translated The Alley’s raw, underground aesthetic into a cohesive online presence. This included a bold landing page, strategic product placements, and targeted Facebook ads to drive engagement and sales.
I also led product photography and creative direction, capturing high-contrast, edgy visuals featuring alternative fashion that stayed true to the brand’s DNA. By collaborating with a longtime Alley employee (who was also a burlesque performer), the shoot became a celebration of the store’s spirit—more than just product images, but a visual story of rebellion, individuality, and legacy.
To connect with The Alley’s long-standing community, I designed print campaigns tailored for local audiences, ensuring that Chicagoans had a reason to visit the store one last time.
MY PART:
As a creative strategist and designer for The Alley Chicago, I:
✔ Designed the digital experience—from landing pages to digital marketing, ensuring the brand’s alternative identity remained intact.
✔ Developed wireframes focused on product visibility and user experience, balancing in-store and online priorities.
✔ Led creative direction for product photography, capturing the brand’s essence through high-energy, narrative-driven imagery.
✔ Designed and executed print marketing campaigns that reconnected The Alley with its local audience.
✔ Created and optimized digital ads that drove engagement while maintaining the brand’s rebellious spirit.
The Alley Chicago wasn’t just a store; it was a cultural institution. My work ensured its legacy lived on, both online and in the memories of those who walked through its doors.
