Outnorm BRanding
Indian youth culture comes alive at night from urban exploring and night rides to graffiti, street fashion, and underground scenes. Yet there’s no platform that lets them authentically celebrate and share these experiences. OutNorm bridges that gap: a space where fashion, community, and street lifestyle converge, giving young people the freedom to own the night and express their identity.
Website
Mobile App
Content
2025
Year
Retail
Industry
UK, London
scascac
LSG Ad Agency
Client
LSG Ad Agency
Client
Problem Statement
ndian youth lack an authentic platform to document and connect through nocturnal subcultures like street fashion, graffiti, and urban exploration. Current digital spaces fail to capture the raw, community-driven spirit of the night, leaving a gap for a dedicated home where street lifestyle and underground identity can converge and scale.
rESEARCH
kEY iNSIGHT
Survey Key Insight
1. Lack of Originality in Indian Streetwear Brands.
2. Lack of Authentic roots to the actual street lifestyle.
3 Oversaturated graphic tee market.Spending limit 3k to 7k as average.
5. Consumers don't feel any sense of belonging; the bands are extremely capitalistic.
6. Streetwear is not a trend anymore; it has integrated well enough.
7. Social media and a website are the most ideal way for a streetwear market to grow.
8. Value of the product = Hype of the product > practicality of the product.
Interview Key Insight
1. Define Your Identity – Own your style, values, and audience.
2. Know the Market – Study trends, consumers, and competitors.
3. Be Authentic – Stay true, don’t imitate.
4. Collaborate & Engage – Work with artists, influencers, and the community.
5. Market Smart – Use digital + physical platforms strategically.
6. Create Experiences – Build moments customers remember.
Brand Discovery & Strategy
Mission, Vision, and Values
Mission: To give Indian youth a true community that celebrates and represents the street lifestyle authentic, unapologetic, and driven by culture.
Vision: To become the go-to community for India’s youth to celebrate and shape street culture, where the night comes alive with expression, creativity, and connection.
Values :
Authenticity – Celebrate the night as it really is, unfiltered and unapologetic.
Creativity – Encourage original expression in fashion, art, and lifestyle.
Community – Unite like-minded individuals who live and breathe street culture.
Freedom – Give youth the space to explore, experiment, and express themselves.
Evolution – Push the culture forward, inspiring new trends and ideas.
logo cONCEPT
• A futuristic gothic yet with adequate minimalism, a unique logo carefully designed through the golden ratio to reach its aesthetic potential.
• Its unorthodox shape complements the brand personality aswell as provides an impactful first impression while ingeniously creating a logo of a white/black bat.
• Its shape also resembles a crown for which the “OUT” font was carefully picked to complement the crown with jewels.
• The idea of White/Black Bat was inspired by Konigsegg’s interesting integration of the ghost logo as their mascot for their premium cars. Similarly, the idea of a bat integrated beautifully with Outnorms Brand Philosophy of Underground, Mysterious, Rare, Out of reach, activity of coming out at night.
• With the persona of bats already created through Batman TM over the decades, it helps push the motive of our brand, all in all making our brand an authentic brand.
Color Palette
Black and white define OutNorm’s identity timeless, versatile, and uncompromising. The high contrast ensures impact across medium while offering flexibility to pair with accent tones. A classic choice that reflects the brand’s clarity and boldness.
Typography
OutNorm uses Gilroy, a geometric sans-serif with modern edge and urban sophistication. Its clean lines and strong presence make it ideal for streetwear versatile, bold, and unmistakable across digital and physical touchpoints.
Outnorm BRanding
Indian youth culture comes alive at night from urban exploring and night rides to graffiti, street fashion, and underground scenes. Yet there’s no platform that lets them authentically celebrate and share these experiences. OutNorm bridges that gap: a space where fashion, community, and street lifestyle converge, giving young people the freedom to own the night and express their identity.
Website
Mobile App
Content
2025
Year
Retail
Industry
UK, London
scascac
LSG Ad Agency
Client
LSG Ad Agency
Client
Problem Statement
ndian youth lack an authentic platform to document and connect through nocturnal subcultures like street fashion, graffiti, and urban exploration. Current digital spaces fail to capture the raw, community-driven spirit of the night, leaving a gap for a dedicated home where street lifestyle and underground identity can converge and scale.
rESEARCH
kEY iNSIGHT
Survey Key Insight
1. Lack of Originality in Indian Streetwear Brands.
2. Lack of Authentic roots to the actual street lifestyle.
3 Oversaturated graphic tee market.Spending limit 3k to 7k as average.
5. Consumers don't feel any sense of belonging; the bands are extremely capitalistic.
6. Streetwear is not a trend anymore; it has integrated well enough.
7. Social media and a website are the most ideal way for a streetwear market to grow.
8. Value of the product = Hype of the product > practicality of the product.
Interview Key Insight
1. Define Your Identity – Own your style, values, and audience.
2. Know the Market – Study trends, consumers, and competitors.
3. Be Authentic – Stay true, don’t imitate.
4. Collaborate & Engage – Work with artists, influencers, and the community.
5. Market Smart – Use digital + physical platforms strategically.
6. Create Experiences – Build moments customers remember.
Brand Discovery & Strategy
Mission, Vision, and Values
Mission: To give Indian youth a true community that celebrates and represents the street lifestyle authentic, unapologetic, and driven by culture.
Vision: To become the go-to community for India’s youth to celebrate and shape street culture, where the night comes alive with expression, creativity, and connection.
Values :
Authenticity – Celebrate the night as it really is, unfiltered and unapologetic.
Creativity – Encourage original expression in fashion, art, and lifestyle.
Community – Unite like-minded individuals who live and breathe street culture.
Freedom – Give youth the space to explore, experiment, and express themselves.
Evolution – Push the culture forward, inspiring new trends and ideas.
logo cONCEPT
• A futuristic gothic yet with adequate minimalism, a unique logo carefully designed through the golden ratio to reach its aesthetic potential.
• Its unorthodox shape complements the brand personality aswell as provides an impactful first impression while ingeniously creating a logo of a white/black bat.
• Its shape also resembles a crown for which the “OUT” font was carefully picked to complement the crown with jewels.
• The idea of White/Black Bat was inspired by Konigsegg’s interesting integration of the ghost logo as their mascot for their premium cars. Similarly, the idea of a bat integrated beautifully with Outnorms Brand Philosophy of Underground, Mysterious, Rare, Out of reach, activity of coming out at night.
• With the persona of bats already created through Batman TM over the decades, it helps push the motive of our brand, all in all making our brand an authentic brand.
Color Palette
Black and white define OutNorm’s identity timeless, versatile, and uncompromising. The high contrast ensures impact across medium while offering flexibility to pair with accent tones. A classic choice that reflects the brand’s clarity and boldness.
Typography
OutNorm uses Gilroy, a geometric sans-serif with modern edge and urban sophistication. Its clean lines and strong presence make it ideal for streetwear versatile, bold, and unmistakable across digital and physical touchpoints.
Outnorm BRanding
Indian youth culture comes alive at night from urban exploring and night rides to graffiti, street fashion, and underground scenes. Yet there’s no platform that lets them authentically celebrate and share these experiences. OutNorm bridges that gap: a space where fashion, community, and street lifestyle converge, giving young people the freedom to own the night and express their identity.
Website
Mobile App
Content
2025
Year
Retail
Industry
UK, London
scascac
LSG Ad Agency
Client
LSG Ad Agency
Client
Problem Statement
ndian youth lack an authentic platform to document and connect through nocturnal subcultures like street fashion, graffiti, and urban exploration. Current digital spaces fail to capture the raw, community-driven spirit of the night, leaving a gap for a dedicated home where street lifestyle and underground identity can converge and scale.
rESEARCH
kEY iNSIGHT
Survey Key Insight
1. Lack of Originality in Indian Streetwear Brands.
2. Lack of Authentic roots to the actual street lifestyle.
3 Oversaturated graphic tee market.Spending limit 3k to 7k as average.
5. Consumers don't feel any sense of belonging; the bands are extremely capitalistic.
6. Streetwear is not a trend anymore; it has integrated well enough.
7. Social media and a website are the most ideal way for a streetwear market to grow.
8. Value of the product = Hype of the product > practicality of the product.
Interview Key Insight
1. Define Your Identity – Own your style, values, and audience.
2. Know the Market – Study trends, consumers, and competitors.
3. Be Authentic – Stay true, don’t imitate.
4. Collaborate & Engage – Work with artists, influencers, and the community.
5. Market Smart – Use digital + physical platforms strategically.
6. Create Experiences – Build moments customers remember.
Brand Discovery & Strategy
Mission, Vision, and Values
Mission: To give Indian youth a true community that celebrates and represents the street lifestyle authentic, unapologetic, and driven by culture.
Vision: To become the go-to community for India’s youth to celebrate and shape street culture, where the night comes alive with expression, creativity, and connection.
Values :
Authenticity – Celebrate the night as it really is, unfiltered and unapologetic.
Creativity – Encourage original expression in fashion, art, and lifestyle.
Community – Unite like-minded individuals who live and breathe street culture.
Freedom – Give youth the space to explore, experiment, and express themselves.
Evolution – Push the culture forward, inspiring new trends and ideas.
logo cONCEPT
• A futuristic gothic yet with adequate minimalism, a unique logo carefully designed through the golden ratio to reach its aesthetic potential.
• Its unorthodox shape complements the brand personality aswell as provides an impactful first impression while ingeniously creating a logo of a white/black bat.
• Its shape also resembles a crown for which the “OUT” font was carefully picked to complement the crown with jewels.
• The idea of White/Black Bat was inspired by Konigsegg’s interesting integration of the ghost logo as their mascot for their premium cars. Similarly, the idea of a bat integrated beautifully with Outnorms Brand Philosophy of Underground, Mysterious, Rare, Out of reach, activity of coming out at night.
• With the persona of bats already created through Batman TM over the decades, it helps push the motive of our brand, all in all making our brand an authentic brand.
Color Palette
Black and white define OutNorm’s identity timeless, versatile, and uncompromising. The high contrast ensures impact across medium while offering flexibility to pair with accent tones. A classic choice that reflects the brand’s clarity and boldness.
Typography
OutNorm uses Gilroy, a geometric sans-serif with modern edge and urban sophistication. Its clean lines and strong presence make it ideal for streetwear versatile, bold, and unmistakable across digital and physical touchpoints.