1.0 - Brand: Concept, Graphic design, Creative Direction and identity.
Translating essence through contemporary image, finding a balance with the message and with business goals to present a fresh story.
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2.0 - Product: Sportswear and lifestyle Graphic design, Art direction, Concept creation.
Symbolism and image play a huge part of sportswear, from iconic branding and launches that become part of the industry history. Sportswear to streetwear, it is all a mix, and it’s here where I aim to explore my own hand-writing and creative imprint, combining trend and subcultural insights to present a fresh take on todays fashion.
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3.0 - Product: Performance Apparel, Innovation, Graphic Design and Branding.
I have worked with athletes and teams on sport and youth culture projects. At this intersection of design and insights, I enjoy developing identities and opportunities with humanistic product and branding. Fusing fashion, aesthetic and technology into a contemporary system of dress, working on performance apparel has been a consistent career highlight.
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4.0 - Football Performance, Innovation: Concept, Narrative, Graphic Direction, Innovation, Print Design, Font Design and Trims.
Athletes are personalities off the field of play too, and we are driven by enhancing their game and developing their “personal brands”.
Solving for the athlete, by translating insights into product solutions for tomorrows field of play. Fortunate to design football kits for some of the worlds most coveted clubs, collaborating with developers, marketeers and manufacturing.
→ One notable project was conceptualising and developing the design language for Dark Knight Nike Knit for Paris Saint Germain in 2014. As part of the global football revolution, this two year body body of work was the genesis for setting a new benchmark for product innovation in Nike football, and helped support the global business efforts to position a club beyond the field of play, into a brand which connects fashion, culture, sport, performance and innovation.
→ My role beyond the studio had me developing knit concepts in Asia and Europe, to building narrative and presentations with the Nike global marketing and design teams, as well as onsite presentations to the PSG club board of directors.
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