RASTACLAT
From subculture accessory to broader consumer brand.
Repositioning Rastaclat around “Seek the Positive” created a platform for audience expansion, licensed sports, partnerships and new categories.
Sr. Director, Brand & Creative Strategy · 2018–2021
FROM NICHE RECOGNITION TO BROADER RELEVANCE
Rastaclat had built a recognizable accessories business rooted in action sports and sneaker culture. As the company looked toward its next stage of growth — including women’s, licensed sports, new retail channels and a broader consumer audience — the brand needed an idea capable of traveling beyond its original subculture.
I identified an existing truth at the heart of the brand — the bracelet as a symbol of positivity shared between people — and built the repositioning around it: Seek the Positive.
That idea became the foundation for a broader identity, product and storytelling system.
EXPAND THE AUDIENCE
Beyond the core action-sports consumer.
EXPAND THE MARKET
Women’s, licensed sports and collaborations.
BUILD BRAND MEANING
Turn the bracelet into a symbol rather than simply an accessory.A BRAND IDEA BUILT TO TRAVEL
Rather than abandon the equity Rastaclat had already built, I evolved the existing identity and created a more flexible brand system around Seek the Positive. The idea became more than a tagline — extending across packaging, product, campaigns, partnerships and consumer storytelling.
MAKING THE POSITIONING REAL
To give Seek the Positive meaning beyond advertising, I developed an editorial content platform centered on people who embodied the idea through sport, creativity, community and personal experience.
KEMBA WALKER - SEEK THE POSITIVE
Extending the platform through athlete storytelling at the highest level of sport.
Reina Koyano - SEEK THE POSITIVE
Artist · Los Angeles
Matt Scott - SEEK THE POSITIVE
Paralympic Gold Medalist
Expansion through partnerships
The broader positioning created a flexible platform for Rastaclat to enter new cultural spaces through licensing, collaborations and cause partnerships — without requiring the brand to reinvent itself for each audience.
CHAMPION
Sport + Lifestyle
KEEP A BREAST
Cause Partnership
IT GETS BETTER
Cause Partnership
KRISPY KREME
Consumer Collaboration
BUILDING FOR THE NEXT STAGE OF GROWTH
~$10M → ~$20M
Company annual revenue during tenureSingle digit → ~30–40%
DTC share of the businessNew growth channels
Women’s · Licensed Sports · CollaborationsThe repositioning gave Rastaclat a brand platform broad enough to support expansion while retaining the recognizable product and optimism that had built its original following.