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Millennial Refresh

To re-energize SGX and reengage a millennial audience, we modernized the brand from the ground up—refining product visuals, sharpening messaging, and reimagining how the brand shows up across culture. The challenge was to evolve SGX without losing the DNA that made it iconic. Our solution combined bold creative direction, a refreshed multi-channel identity, and strategic influencer partnerships to meet consumers where they already are. With cohesive storytelling across print, digital, and social—and new organic content to match—we built a unified brand world that felt contemporary, culturally relevant, and unmistakably SGX.

THE CHALLENGE

We revitalized SGX with a refreshed look across product SKUs and a strategic approach to attract millennial consumers. Through bold creative, modern messaging, and engaging storytelling, we repositioned the brand to resonate with a new generation while maintaining its core identity.

THE SOLUTION

By deeply understanding our audience and the spaces they engage with, we developed a clear, strategic approach. We created a cohesive brand refresh across print, digital, and social, while also leveraging influencer partnerships to amplify reach. Additionally, we provided refreshed organic content to ensure seamless alignment with the new campaign, creating a unified and impactful brand presence.