THE CHALLENGE:
The Alley Chicago was more than 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: a digital presence that felt 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 preserved the grit and turned nostalgia into action. The landing page was raw and direct, packed with bold CTAs and strategic product placements. The ad campaign was unapologetically local—loud, rebellious, and everywhere.
The photoshoot? A love letter to the culture. I shot a longtime employee and burlesque performer in custom-styled product imagery that felt more like zine covers than ecommerce. I also designed out-of-home posters and wrote all the copy.
MY PART:
As Creative Strategist and Designer, my contributions included:
✔ Designing a no-BS landing page to move product and amplify The Alley’s voice
✔ Writing copy that felt straight from the mouth of the brand—snarky, sharp, and self-aware
✔ Directing and photographing a custom photoshoot steeped in underground iconography
✔ Designing OOH ads and digital campaigns that called old fans back home
✔ Building a visual campaign that felt more like a movement than a markdown
The result? The store may have closed, but the brand lives on. The Alley’s website continues to operate, selling merch and carrying the torch for its legacy online.
UX Strategy for Landing Page:
We used strategic UX design to shift The Alley’s visual hierarchy, leading with their most profitable (but under-promoted) category: shoes. Without abandoning their legacy of hand-screened tees, we repositioned the brand as a full-fledged alt-fashion destination.
The Alley Chicago has been known for their shirts for decades, handmade, silk-screened, cult-favorite designs that locals (and tourists) collect. But behind the scenes, shoes and leather jackets have always been their top sellers. They just never talked about it.
So we flipped the script.
1. Prioritizing What Actually Sells
From a business and UX standpoint, we led with shoes because:
That’s where the margins and high AOV (average order value) are.
They’re striking. Visually and stylistically.
They convert serious alt-style shoppers who aren’t just there for a souvenir tee—they’re looking to complete a look.
2. Expanding Perception Without Losing Legacy
We didn’t bury the shirts; we showcased them next, right under the hero section. This does two things:
Keeps the OG fans happy (they still get what they came for).
But it subtly tells new visitors: There’s more to The Alley than you thought.
3. Style Drop Strategy
The shoe inventory rotates. The selection is fresh, rare, and feels like a drop, almost like streetwear. By giving it that top billing, we turn it into a limited-time opportunity:
And to longtime customers who never saw shoes front and center before, this signals a shift in brand maturity. The Alley isn’t just about nostalgia anymore. It’s about evolving with the subculture and staying fashion-relevant.
