The Ask: BEAMS is one of Japan’s largest and most influential fashion labels, with global reach and nearly 200 stores. Despite this footprint, they had trouble breaking into the crowded American market. The brand approached us to help launch BEAMS America by creating their brand strategy, voice and tone and social presence. 

The Solution: We started with brand strategy. Centered around the insight that American consumers recognize Japanese brands for their superior craftsmanship and design, we adapted their brand pillars and values for the U.S. market. Alongside this work, we developed a distinct voice and tone tailored to American audiences. Rather than translating the original Japanese voice, we crafted a new expression rooted in values of community and authenticity. In parallel, we collaborated with BEAMS America to launch and expand their social media channels, prioritizing meaningful engagement and long-term audience growth.

The Results: Throughout our engagement, we grew brand awareness and sales through thoughtful, strategic content and engagement, resulting in over 2 million impressions and a more than 250% increase in new followers.