Lids

Lids, a premier retailer specializing in a vast array of headwear from sports team merchandise to customizable options, was the focus of my strategic campaign. I repositioned their extensive hat collection through bold typography and humorous messaging that elevated caps from accessories to essential lifestyle solutions. By addressing relatable problems—bad hair days, hair loss, team loyalty—with consistent visual branding, the campaign can appeal to consumers beyond Lids' traditional male demographic.