The Destroy 2 Rebuild fox mark in red on black

Destroy 2 Rebuild

2026

Strategy, identity, voice and a Shopify build for a streetwear label from Washington, DC, made for people who rejected the life they inherited.

Disciplines
Strategy, Identity, Digital
Year
2026
A close crop of the red Destroy 2 Rebuild horned logo on black

The founder built D2R, left it for years and came back because he needed its message to live. We gave the label a visual system and a voice that carry weight without leaning on his story.

The audience is 22 to 30 and has made the hard call. The copy assumes they did and speaks to who they are becoming: They said keep it together. We said tear it apart.

Deliverables: strategy, identity, voice guidelines, a Shopify build and social templates.

A D2R layout: "They said keep it together. We said tear it apart" and street photography
An Archivo Expanded type specimen in black capitals on a red field
A grainy red halftone close-up of D2R horned logos on black
Three vertical D2R panels with street portraits and the line "Who's building something right now?"
A D2R layout reading "The rules you inherited weren't written for you" with two street photos
A man in a D2R tee and a woman in red glasses by a mint wall
A distressed red patch with stitched edges and the black D2R horned logo
A red-toned figure in a D2R tee between "Zero inherited" and "Everything chosen"
A pattern of black D2R horned logos, upright and inverted, on a red field
The slogan "The old rules aren't yours to follow" in black capitals on red
A folded red Destroy 2 Rebuild manifesto with the horned logo on black
A man with green hair in a Destroy 2 Rebuild tee
Crisscrossed strips of red Destroy 2 Rebuild tape with horned logos on black
A D2R triptych of men posing by a Chinese-style gate, an SUV and a mint wall
A clear plastic bag holding a red D2R card that reads "Tear it apart"

Credits

Creative direction
Thiago Rocha
A hand holding a knitted pink gadget charm beside an orchid
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