Change The Culture

Change The Culture is a collaboration lifestyle brand creating impact-driven activations that influence popular culture toward service and wellness. The identity was built to feel magnetic and culturally fluent, pulling from nostalgic 90s hip-hop and streetwear while redirecting that energy toward growth and purpose. A bold blackletter typeface anchors the brand in heritage and underground credibility, while a clean condensed sans serif brings modern clarity and momentum. The earthy olive, muted neutrals, soft lavender, and deep black palette evokes groundedness and cultural depth, striking a balance between grit and aspiration. The result is a brand that makes living well and giving back feel cool, not corrective.