I-AM fully delivered against our brief and exceeded our expectations. They provided good strategic thinking combined with solid operational know-how and
a pragmatic approach to retail.
Ricardo Bellini Marketing Director, Diesel

For over two decades Diesel has been seen as the black sheep of fashion brands, sitting outside the pack, adored by its loyal army of followers across the globe. However, the brand of late has drifted into the mainstream and needs to connect with a new audience by once again standing out and doing things differently.

I-AM were asked to recommend a series of brand development principles that would once again rebuild Diesel’s maverick status through innovative and unprecedented retail design.

By researching every aspect of the Diesel customer experience,
I-AM have outlined a UK retail strategy to ensure Diesel regain their edge through their in-store experience. Our relationship with Diesel is still developing and the work so far is shaping both the retail execution and direction of the brand.

What we did

Brand Strategy
Brand Application
Retail Strategy
Store Design