The inspiration I had for this collection started with the clean lines of architectural spaces. The streamlined aesthetic is combined with reflective & metallic surfaces to give it a modern yet timeless. The campaign was shot behind the cold towering backdrop of the ever morphing New York city. 

Role: Creative Director & Designer

This collection was made with semi-stones & brass metals which I designed to create a new 'Premium' category for the Icon Brand and target a different market. I wanted the focus of this campaign to showcase the jewelry as an art piece with in a dramatic photographic setting.

Everything you see from tradeshow booth, product, campaign concept & catalog is all design and conceptualized by me.

Role: Creative Director & Designer

The inspiration I had for this collection originated from the metallic & futuristic trends of the season. Clean lines, metallic materials, reflective surfaces behind a futuristic architectural backdrop sets the stage for this campaign. 

Everything showcased below was art directed and designed by me. 

Role: Creative Director & Designer

I was responsible for the design & development of the UX/UI of the Icon Brand landing page. 

iconbrand.com

Role: Creative Director & UX/UI Designer

This video's objective, which I art directed, showcases the brand at the Bread & Butter tradeshow and give a background profile about the brand & my inspiration behind the upcoming collection. I developed the concept and design of the booth in collaboration with L3 studios in London.

Role: Creative Director & Designer

Here's just a small sample of some of the products & accessories I've designed from concept to technical specs to final product during my time at Icon Brand

CONCEPT: Everything starts with dreaming big. The urban backdrop is the perfect setting for this season's collection. The collection is inspired by recent travels I made in Europe & Asia. The concept of the campaign is taken from that journey of roaming through the streets and dreaming big.

Everything showcased, from the accessories in the collection, the lookbook, the UX & UI design of the eCommerce site & the campaign concept & execution is all done by me.

Role: Creative Director & UX/UI Design

The unisex beanie collection was that I designed in Fall/Winter 2013 was the most extensive of the brand's collection to date. It warranted a lookbook on its own that conveyed the fun vibe of the brand. 

Everything showcased here; the beanie designs, campaign concept and art direction, photoshoot production, lookbook design & pre-production was all done by me.

Role: Creative Director & Designer

The Lost on Tour collection & campaign was inspired by the music & travel. The concept was to follow a real band during their more quiet moments of being on the road, hanging out in a motel after a gig, writing lyrics, and roaming the streets. 

After designing the collection, I art directed the campaign photoshoot and edited the video myself.

Role: Creative Direction, Design & Video editing.

For the Fall/Winter 2012 season, I designed the product (headwear, wallets, candles, and homewares) as well as Art Directed the campaign from concept to execution and finally designed the catalog layout, website and other collateral material.

Icon Brand is a lifestyle brand that is inspired by music and youth culture. The concept and essence of the campaign I wanted to capture was the moment of creativity in music. The inspiration came stemmed from the time the Rolling Stone's created the album 'Exile on Main Street', where the band retreated to a retreat home in France. Photographer Chris Searl, (Monster Children, Lee Jeans, Corona) captured an up and coming indie band 'Bones Bones Bones' while having a jam session.

Role: Creative Direction & Design

Conceptualized and redesigned  ALDO's global packaging. The mandate was to modernize the packaging whilst being as environmentally conscious as possible. Changing from the old silver & white look, I changed the design to a clean matt white finish reflective of the new interior design of the stores and an oversized logo to portray the bold & youthful attitude of the brand. With a conscious effort to eliminate waste, I added a rope to the new shoe box design transforming carrying bag for the customer. The box can also be reused for storage. 

Role: Art Director & Senior Designer

ALDO Fights AIDS was the most successful campaign of the brand to date featuring celebrity A-listers like LL Cool J, Christina Agueillera, Cindy Crawford, John Mayer, Elijah Wood, Charlize Theron, Ziggy Marley and much more. 

My role including designing and handling all the pre-production of the printed collateral, in-store POS system, tote bag, product packaging and out of home advertising. I also designed the press kits that was sent to all the PR agencies and press to promote the campaign. 

Role: Senior Designer

The FW05 ALDO K!DS Campaign had to follow in the footsteps of the mainline adult version. The same fun a upbeat attitude was match with the kids playing video games, singing and having fun hanging around the house with friends. 

The concept, art direction, casting, production and design of the final in-store posters and catalog was all done by me.

Role: Art Director & Senior Designer