What is 00_issue?
00_issue is a skateboarding brand dedicated to revitalizing skateboarding media, offering a fresh perspective that appeals to both skaters and fans alike. By blending the authentic roots of skate culture with a modernized twist, 00_issue aims to reignite interest in skateboarding and address the decline in engagement within the community.
My Story
Ever since I was five, skateboarding and its media have been a huge part of my life. Tony Hawk was my first real “celebrity hero,” and I was instantly drawn to the culture and unique identity that skateboarding offered. Even though I was never the best skater, I embraced the lifestyle by wearing skate clothes, playing every skateboarding video game, flipping through magazines, and constantly watching skateboarding clips, videos, and movies. As I grew older, I eventually moved on from skateboarding, but I’ve always held a special place in my heart for it. Now, I hope to create something meaningful that will contribute to the skateboarding community.
Product
00issue is a media company that sets out to bring skateboarding back to the forefront where it once was. The goal is for the company to reinvigorate what was lost from the people who grew out of it, and to continue to motivate the skaters who are still involved within the community.
The plan was to build a skateboard company revolving around a monthly zine that showcases new clothing drops, highlighting local skaters, and features popular skate spots, making it a dynamic resource for skaters and enthusiasts every month.
The Problem
The main problem 00issue aims to address is the decline in mainstream interest and engagement with skateboarding, particularly among the Gen Z and Millennial generations who grew up with it. Traditional skate media companies like Thrasher, Transworld, and Free Skate Mag have either shifted focus, become defunct, or struggled to evolve with the changing skateboarding landscape and digital media trends. These companies often cling to nostalgia or have a narrow regional or stylistic focus, leaving a gap for fresh voices and content that resonate with today’s skaters. 00issue intends to fill this void by creating a vibrant, localized platform that revitalizes skateboarding culture with a focus on community, fresh media content, and a new wave of creativity.
00issue is dedicated to bringing skateboarding back to the spotlight. Aiming to revive the passion and community that once defined the sport, 00issue targets both the skaters who have grown out of the culture and those who are still deeply rooted in it. Unlike long-established media giants like Thrasher and Transworld, 00issue will prioritize modern media and the unique spirit of local skateboarding. By focusing on Long Island's skate scene, 00issue will celebrate and promote local skaters and skate spots through a rotating, creatively themed clothing line and a zine that showcases emerging talent. Launching alongside the 2024 Summer Olympics, the brand is set to bring skateboarding’s rebellious, creative energy into the next generation.
Personas
00issue's research identified three core personas to target with its brand: the Seasoned Skater, the Skateboarding Fan, and the Streetwear Enthusiast. The Seasoned Skater persona represents dedicated skateboarders who have been deeply involved in skate culture for much of their lives but feel that skateboarding media has lost its original spirit. The Skateboarding Fan consists of people who have skated before and love the culture, but do not skate as regularly; 00issue aims to reignite their interest and encourage them to reconnect with skateboarding. Lastly, the Streetwear Enthusiast persona includes those who may not skate but are highly engaged with skate-inspired fashion and streetwear trends. By addressing these diverse groups, 00issue seeks to create a brand that resonates across the skateboarding world, blending authenticity, community, and style.
The logo for 00_issue is designed to be both clean and versatile, using the Fractul variable sans-serif font to maintain a modern, understated look. While the overall design style of 00_issue is intentionally chaotic and grungy, the logo serves as a grounding element, providing balance when paired with louder visual components. This simple, adaptable design allows the logo to integrate seamlessly with the raw, layered textures and "break the rules" aesthetic that define the brand. The flexibility of the logo ensures it can stand out on its own or harmonize within the dynamic, gritty visual landscapes that 00_issue embodies.
Logo process
Color Swatches
Type Kit
The main goal of 00_issue’s marketing strategy is to attract both new and old fans of skateboarding, reconnecting with those who have drifted away while engaging current skaters and streetwear enthusiasts. For current skaters, the focus is on building partnerships with local skate shops and parks, where they’re already active, and using social media to spotlight skaters, events, and unique skate spots. For those who’ve lost touch with skateboarding, we’ll emphasize the nostalgia and culture through vibrant wall art in urban areas and collaborations that rekindle interest. Streetwear fans will see 00_issue clothing worn by influencers and in targeted ads, reinforcing the brand’s cultural relevance. Marketing is crucial to not only expand our audience but also to create a renewed energy around skateboarding, bringing fresh fans into the community and strengthening our identity in the skate and streetwear worlds.