“BUILDING BRAND INDENTITY”
Directed creative strategy and execution for a premium brand built on craftsmanship and a fiercely loyal community. Identified a brand identity gap after the label's move away from its Bronx roots and developed a strategy to bring them back — shooting content with an inner-city aesthetic, urban textures, and street-level energy that reconnected the brand with its community. Led product launches, video content, artist features, and digital campaigns across web, social, and artist content, elevating brand equity while driving measurable engagement.
