The creative process is never linear, and perhaps thats why it’s so exciting. From ideation, creation, implementation and beyond, no project is the same. Here is a deep dive into some of my favorite design projects.
Creative Case Study: Fashion Afternoon Event Branding
Project Overview
The Fashion Afternoon is an annual summit hosted by CJ in the fashion capital of the world—Paris. Catering to a curated guest list of top-tier creatives, tastemakers, and industry leaders; It’s a space for fresh ideas and bold style to come together.
Target Audience
Fashion and beauty leaders, influencers, and trendsetters—joined by key marketing decision-makers shaping advertising strategies in the fashion sector.
Creative Challenge
Develop a cohesive event branding system—spanning social, digital, and print—that feels contemporary, elevated, and deeply rooted in the expressive and ever-evolving world of fashion.
Creative DIRECTION
Fashion is synonymous with personal expression and artistic innovation. Inspired by the hands-on, tactile nature of fashion design, the concept draws from the practice of magazine collaging—a nostalgic yet timeless creative ritual among designers, stylists, and fashion enthusiasts alike.
The idea was to craft a bold, fun, and fresh visual language that echoes the individuality and flair of the fashion community while maintaining a polished, elevated tone.
Tone & Aesthetic
Playful & Energetic: The bold typography, vibrant color palette, and dynamic compositions provide an upbeat, fun, and lively energy.
Trendy & Fashionable: The use of stylish clothing/accessories, modern outfits, and chic poses places these posters firmly in the fashion/lifestyle genre.
Jovial & Creative: The posters lean into a spunky and vibrant visual theme while maintaining a professional tone
Visual Design
Bold, contrasting colors: Rich oranges, teals, and deep blues dominate, creating high visual interest.
Pop pastel accents: Light pinks and whites add contrast and keep the tone light and modern.
Curved/angled text layouts: Bold sans-serif font used in various angles and orientations to create movement and visual interest. Adds a dynamic, unconventional flair.
Strong use of fashion-centric visuals; clipped and outlined in bold graphic borders—giving it a magazine-cover feel.
Layered composition: Graphic elements and patterns are layered beneath and around the imagery, adding depth and texture.
Creative Case Study: Cocktails & Conversations Invitation suite
PROJECT Overview
Cocktails and Conversations is a multi-city executive networking event hosted by CJ, where top-tier leaders in affiliate marketing come together for an exclusive evening of high-level networking, shared insights, and curated cocktails. Designed for an intimate yet vibrant exchange.
Target Audience
Marketing executives and decision-makers within CJ's strategic network. These are discerning professionals who value meaningful connections and networking opportunities.
Creative Challenge
To design and implement a premium invite system that reflects the prestige and uniqueness of the Cocktails & Conversations event—capturing attention, generating anticipation, and reinforcing CJ’s leadership and personality in the performance marketing space.
Creative Direction
Tone & Aesthetic
Style: Modern Mad Men — sophisticated with a subtle nod to mid-century mod.
Voice: Fun, polished, confident—balancing warmth and professionalism.
Mood: Sleek yet approachable. Classic, but with a clever twist.
Visual Design
Illustration Style: Custom line art showcasing classic cocktails paired with whimsical conversation bubbles—an intentional and playful nod to the event name.
Color Strategy: CJ’s bold brand colors are layered over a warm, neutral backdrop to create an environment that feels both inviting and elevated.
Design Contrast: Large color blocks juxtaposed with delicate line detailing deliver a visual interplay of playful vs. precise.
Brand Integration: Innovative use of CJ’s brand elements ensures instant recognition while delivering something refreshingly unique.
Creative Case Study: Virtuous Branded Sweatshirt
Client
Virtuous — A contemporary non-profit CRM software company designed for today’s high-touch fundraisers
Project Overview
In collaboration with the Marketing Director, the goal was to design a branded sweatshirt that employees would genuinely want to wear — something that felt both on-brand and on-trend. The sweatshirt needed to embody the spirit of the company while offering two distinct visual directions to reflect the diverse personalities within the Virtuous team.
Creative Challenge
Create two unique sweatshirt designs that employees feel proud to wear, with both options staying true to Virtuous' brand while offering variety in visual tone and style.
Creative Direction
Brand Anchor:
The project centered around the Virtuous tagline: “Global Generosity.” This message became the heart of the visual storytelling — a concept that bridges purpose, people, and planet. To capture a broad range of style preferences, we developed two distinct design philosophies:
Option 1: Clean, Structured, Modern
Design Approach: Minimalist, professional, and timeless — with a modern twist. This design leverages clean lines, intentional spacing, and structured typography to reflect the trust and reliability associated with the Virtuous brand.
Visual Tone: Calm, elevated, polished.
Typography: Sans-serif font with geometric precision, evoking clarity and modernity.
Graphic Elements: Subtle globe motifs or linear world map textures to reinforce the “global” narrative.
Color Palette: Neutral tones with a pop of brand color — understated but thoughtful.
Option 2: Playful, Cool, On-Trend
Design Approach: Bold, fun, and culture-forward. This concept leans into expressive typography and streetwear-inspired graphic placements to create a piece that feels like a limited-edition drop.
Visual Tone: Energetic, youthful, approachable.
Typography: Retro-inspired or hand-drawn-style fonts, full of personality.
Graphic Elements: Whimsical interpretations of "global generosity" — illustrated hands, playful globes, or sticker-style icons.
Color Palette: Bright accents, oversized graphic prints, layered textures.
Outcome
The result? Two wearable, purpose-driven designs that sparked excitement among team members and embodied the heart of the Virtuous brand. These sweatshirts didn’t just represent a company — they represented a community.