Artists
& Fleas

When Artists & Fleas opened their first location 15 years ago in Williamsburg, Brooklyn they were pioneers in a neighborhood where it was difficult to buy a fresh head of lettuce, let alone a handmade sweater. Today they have spaces in the most desirable retail districts in the country. The brand is purifying how the modern marketplace works by providing a direct connection between the artisans who create the goods we use every day and consumers that treasure workmanship and support independent entrepreneurs over big-box behemoths. 

Good Blood collaborated with the design studio Again to completely reforge the brand's persona. Using the concept of the exquisite corpse as a framework, this strategy champions the inspiration exchanged between the market's makers/curators and their patrons that value self-expression.

Every aspect of the brand's presentation was reconsidered: their logo has become interactive; poetic copy is embedded liberally to highlight the emotions triggered by their unique shopping experience; store displays and exteriors now highlight the power of their vendors' creativity, culminating in a campaign shot to capture that consumers crave the story behind the stuff they buy as much as the stuff itself.