VERSUS

Brand launch + activation

The arrows will come. The insults will fly. True strength does not avoid them. It faces them. Strength has the bravery to bleed, and the wisdom to know that you will not die. Those wounds will become scars, and those scars will become your armor. Others will see your scars and know they can bleed, too.

Versus is a fashion brand created to communicate this message. Using experiential brand activations to build hype up to the launch, the brand aims to gain traction with those who may be less receptive to its message. As VERSUS itself masks in order to fit in, the brand then flips the script to reveal its true self. Vulnerability is strength. Masking cannot shield you.