OVERVIEW
JC Caylen
TIXXO Brand
LAUNCHED 07.11.19
Influencer and artist JC Caylen is known for his downtown-LA meets eclectic-artist vibe. He is an artist and painter, with a particular interest in fashion.
Ready Go Ventures teamed-up with JC to develop his unisex streetwear brand – TIXXO (pronounced tee-oh) – that reflects his west coast-urban, indiscriminate “brand DNA.”
Our Role
Invest-in & Operate the Business
Design & Development
Digital Marketing Campaigns
E-commerce
Logistics & Customer Service
INVEST-IN & OPERATE THE BUSINESS
Street Art Inspires A Fashion Business
Ready Go Ventures collaborated with JC to build and operate the TIXXO brand. Specifically, our team handles all of the “C-suite” roles (e.g., CEO, COO, CMO, CFO) as well as all daily administrative and operational responsibilities, including:
- Legal
- Accounting
- Bookkeeping
- Trademarking
- Tax preparation
- Executing contracts
- Business plan writing
- Negotiating with vendors
- Securing insurance policies
- Financial budgeting and management
DESIGN & DEVELOPMENT
Downtown Inspired
We kicked-off the creative process by working with JC to design and trademark the TIXXO logo.
Using his talents as an artist, JC worked-out some high-level graffiti-inspired concepts, and our logo designer ran with his vision – further refining concepts and rendering the final TIXXO brand identifier.
The first round of products that we designed were inspired by JC’s favorite looks – namely oversized custom terry graphic tees and bespoke jewelry.
None of the products are “stock” or “merch.” Each is individually developed, sourced with hand-selected fabrics, technically-designed patterns, manually cut-and-sewn garments and custom-cast jewelry molds.
This initial product “drop” was further intended to inform future category design – which includes custom sweatshirts, hoodies, pants and shorts, headwear, jewelry and accessories. We plan to develop and “drop” new designs every 4 to 6 weeks.
DIGITAL MARKETING CAMPAIGNS
Social Promotion
JC lit a fire under the brand by teasing a promotional video and products weeks prior to launch by promoting the to his network of millions of fans on YouTube and Instagram. He continued to drop visual hints on his social accounts, while we displayed a counter on the landing page on the shoptixxo.com e-store.
DIGITAL MARKETING CAMPAIGNS
Video + Technology Sets The Narrative
The launch of the TIXXO brand was planned to depart from visual norms – with a goal to cut through a cluttered market by producing a video for the website that would instill a highly-emotional, viral and memorable impact on visitors.
The final video concept – which received over 230,000 views in the first 48 hours – used graphic technology to cloak the models’ faces. This created a surreal visual narrative that we felt underscored the brand’s eclectic “DNA” through visual subversive epigram.
E-COMMERCE
E-store Design,
Build-out & Operation
Ready Go Ventures digital and web teams designed, built-out and currently operates the TIXXO website and e-store. Our roles include product photoshoots, copywriting, inventory management and refreshing content. Built on a Shopify Plus platform, we put our own twist on the experience by custom-coding certain aspects of the UI.
Our digital marketing team created and maintains certain automated activities in an effort to streamline ROI:
LOGISTICS & CUSTOMER SERVICE
Satisfying Customer Needs
Through our network of fulfillment centers, our logistics team oversees and manages all of TIXXO’s customer service-, logistics- and fulfillment-related needs.
TIXXO’s back-end e-store platform integrates with our warehouse inventory management software – necessary for the efficient and streamlined pick, pack and shipping of all domestic and international orders.
Our customer service team fields customer emails 24/7 and addresses all issues – from tracking shipments to issuing refunds, returns and exchanges.
