Established brand identity and operations to design and launch Fall 2012 men's apparel collection in Southern California. Produced the brand campaign and style guide in New York City, to capture the look of "Authentic Cali" with a 90s flair. Provided creative leadership and guidance to apparel and graphic designers, photographers and makeup artists to see the vision through.
CREATIVE DIRECTION + BRAND CAMPAIGN VIDEO
Designed Spring 2017 apparel collection "Cali Surf + East Coast Prep", in tandem with overseeing the entire product development process from initial concept to final production. Provided creative leadership and guidance to external agency to shoot video content in Palm Springs, translating iconic retro surf with modern appeal.
BRAND COLLATERAL + WEB DESIGN
Catch Surf is a surf hard goods and apparel company that produces their own "American Made" clothing. I wanted this brand to really stand out amongst its competition and to clearly be understood as a clothing establishment. With a focus on e-commerce revenue, I wanted to craft a compelling and memorable experience.
