Creative Direction

Brand

Consistent, story-driven, and aspirational yet relatable. Inspired by early Benetton ads, I highlight diversity, friendship, pop culture references, cultural heritage with direct, and engaging styling.

A young man with tattoos on his arms and legs stands with hands on hips in front of a wall covered in green vines and orange flowers. He is wearing a beige t-shirt, white shorts, white socks, and brown loafers, with a beige sweater draped over his shoulders. There is graffiti on the wall behind him and a water jug on the ground to the left.

Voice

Authentic, clever, and conversational - inviting customers into the brand’s world while maintaining a consistent tone that feels real, thoughtful, and unforced.

Media

Casting people with compelling stories, creating campaigns that invite participation, and using e-commerce as an editorial platform that communicates brand identity with mood, energy, and style.

A group of ten people dressed in white clothing posing in a bright, minimally decorated room with peeling paint walls and a window.
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A man and woman standing close together in a lush, green indoor garden, both wearing green shirts and have dark jackets draped over their shoulders.
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A shirtless man in blue patterned swim trunks stands in shallow ocean water holding a surfboard, facing towards the beach with cliffs in the background.
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Design Direction

Utilitarian, functional, meaning, fun, surprise, fit, print, fabrics, sustainability, ethical manufacturing, experimentation, new techniques, technology

Ethos

A design philosophy that balances function and meaning with moments of joy and surprise. Fit, print, fabric, and thoughtful details create work that feels intentional and alive. Sustainability and ethical production remain central values, supported by ongoing experimentation with new techniques and technologies.

Man wearing a light gray coat over a dark gray sweater, with a white shirt underneath, against a plain light background.
  • A man with long dark hair, a beard, and mustache wearing a brown beanie, beige coat, and brown sweater against a plain light background.
  • Close-up of beige corduroy pants with a gold safety pin attached to the waistband, holding a small, gold lock engraved with 'K/K 11 USA'.
  • A young woman with curly brown hair wearing a cream-colored cardigan and matching pants, standing against a neutral background.
  • A woman with shoulder-length blonde hair wearing a gray coat over a dark sweater, standing against a plain light-colored background.
  • A man with curly dark hair, wearing a white shirt with blue wave patterns, smiling and leaning against a white and light blue vehicle.
  • Close-up of a person wearing cream-colored corduroy pants with a back pocket and a visible white button, paired with a blue shirt.
  • Cream-colored canvas duffel bag with blue and white striped handles and straps on a white background.
  • A blue tote bag with the word 'JOAN' written on it, being held by a person's hand against a plain white background.
  • Brown woven wide-brimmed hat with a decorative band around the crown.
  • A young man with short, curly dark hair wearing a dark blue corduroy jacket over a navy button-up shirt, standing against a plain beige background.