4 months | 2024-2025
Brand Strategy
Creative Direction
Content & Communication
Paid Media
Website Collaboration
Turning a Local Label Into a Territorial Brand - Fashion and Regional Heritage
4+3 is a fashion and apparel brand rooted in Basque Country heritage. They had built a loyal local following but struggled to expand beyond their immediate region. The brand needed to evolve from a "local souvenir" label into a "territorial brand" with broader appeal, without losing its authentic roots.
4+3 had built authentic local traction in the Basque Country, but their brand framework wasn't ready for territorial expansion.
The core challenges were:
- Limited Reach: Sales were heavily concentrated in a small geographic area
- Inconsistent Visuals: The brand aesthetic wasn't unified across digital channels
- Unclear Narrative: The story of "Basque heritage" wasn't translated for a wider audience
- Ad Fatigue: Relying on boosted posts rather than a structured funnel
They needed a bridge between their local roots and a wider national market.
Full Strategic Diagnostic
We started by running a complete strategic diagnostic across 4+3's brand identity, market positioning, and digital footprint. This revealed the need to shift from "selling clothes" to "selling a lifestyle."
Brand Repositioning & Guidelines
We developed a comprehensive brand book that defined:
- The "Territorial Brand" Concept: Positioning 4+3 not just as Basque, but as a symbol of Atlantic lifestyle
- Visual Identity: A cleaner, more editorial aesthetic for shoots and social content
- Tone of Voice: Authentic, proud, but welcoming to outsiders
Content & Campaign Strategy
We launched a dual-layer campaign strategy:
- Brand Awareness: Video-first campaigns showcasing the lifestyle (surfing, nature, heritage) to build desire
- Conversion Campaigns: Product-focused ads targeting lookalike audiences in similar regions (e.g., Brittany, Bordeaux)
Total video views across paid campaigns
Brand consistency across all digital touchpoints
Successful expansion beyond Basque Country
The results speak for themselves. 4+3 now operates with:
- 50,000+ Video Views: High engagement on brand storytelling content
- Unified Identity: A consistent, premium look across all touchpoints
- New Markets: Successful sales penetration in regions outside the Basque Country
- Structured Growth: A clear roadmap for seasonal collections and drops
From Local to Territorial
4+3 is no longer just a local shop. It is a territorial brand with a scalable identity, ready to represent the Atlantic lifestyle across France and beyond.
