THE CHALLENGE
The Alley Chicago wasn’t just a shop – it was a 48-year landmark of punk, goth, and rock culture. But its legacy didn’t translate online. With the final chapter approaching, the brand needed a digital presence as loud and unapologetic as the store itself, plus a campaign to bring die-hards through the doors one last time. The challenge wasn’t just building an ecommerce site – it was preserving a cultural institution while driving actual revenue during the final months.
THE SOLUTION
We built a digital and marketing system that kept the grit and turned nostalgia into action. The site was raw, direct, full of punchy CTAs and strategic product placement. But here’s where strategy came in: instead of leading with their famous hand-screened tees, we flipped the script and put shoes and leather 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, attractive to serious alt-style shoppers), we repositioned The Alley as a complete alt-fashion destination, not just a souvenir tee stop. The shirts still got prime placement below the fold, 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 standard ecommerce. Glitch effects, mannequins covered in protest text, platform boots as cultural artifacts – this wasn’t selling clothes, it was documenting a scene. OOH campaign matched the energy: building-sized murals, bus shelter posters with “$3 T-SHIRTS” screaming at you, flash sale ads with that same rebellious edge. Every touchpoint was unapologetically local, loud, and impossible to ignore.
MY ROLE
As Creative Strategist and Designer, I led the digital transformation and campaign execution:
✔ Designed strategic landing page architecture leading with high-value products while maintaining brand legacy
✔ Wrote brand-first copy throughout site – snarky, sharp, unmistakably Chicago punk
✔ Directed and photographed custom campaign shoot rooted in underground iconography
✔ Created visual identity system for digital ads, OOH billboards, bus shelters, and building murals
✔ Built responsive ecommerce experience across desktop, tablet, and mobile
✔ Designed promotional campaigns (flash sales, leather & lace drops) that hit like merch releases, not clearance racks
THE IMPACT
Campaign Performance:
The campaign drove significant 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. OOH presence across Chicago reminded the city what they were about to lose.
Digital Transformation:
The ecommerce site gave the brand a second life online, where it continues to operate and sell merch post-closure. Strategic product prioritization (shoes and leather first) improved conversion by focusing on higher-value items while maintaining brand integrity.
Legacy Preservation:
The Alley’s physical doors may have closed, but the rebrand ensured the spirit didn’t die with the storefront. The site still operates, the community still wears the brand like a badge, and the photography lives on as documentation of Chicago’s underground culture. From 48-year brick-and-mortar landmark to ongoing digital presence – the attitude survived the transition.
