Turning outlet shopping on its head 

The founders of The Dom came to Stan/Lee with little more than an idea to transform to the image of the suburban outlet mall into an all new way to shop and save in style. 

Working with a clearly defined target audience of Gen Z+M, we knew the brand we would eventually develop had to be big on attitude and have a strong on sense of purpose. 

Our belief that “It’s not what you stand for, but what you stand up for” enabled us to build a powerful brand platform for The Dom that has resonated strongly. 

DELIVERED : Brand Development / Brand Strategy / Mission & Purpose / Logo / Brand Values / Visual Style / Tone-of-Voice