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 marketing summit hosted by CJ in the fashion capital of the world, Paris. Catering to a curated guest list of 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 world of fashion.

Creative DIRECTION

Inspired by the hands-on, tactile nature of fashion design, the concept draws from the practice of magazine collaging a 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 funky and vibrant visual theme while maintaining a professional tone

Visual Design

  • Bold, contrasting colors: Rich oranges, teals, and deep blues dominate, creating visual interest.

  • Contemporary text layouts: Bold sans-serif font used in various angles and orientations to create movement and unconventional flair.

  • Strong use of fashion-centric visuals; clipped and outlined in bold graphic borders giving it a magazine-cover feel.

  • Layered composition: Layered graphic elements and brand patterns 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 leaders in affiliate marketing come together for an evening of networking, shared insights, and curated cocktails. Designed for an intimate yet vibrant exchange.

Target Audience

Marketing executives and decision-makers within CJ's network seeking valuable professional connections and networking opportunities.

Creative Challenge

To design and implement a premium invite system that reflects the 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 actually want to wear, something that felt both on-brand and on-trend. The sweatshirt needed to embody the ethos of the Virtuous team.

Creative Challenge

Create two unique sweatshirt designs that employees feel excited 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 the planet. To capture a broad range of style preferences, I developed two distinct design philosophies:

Option 1: Clean, Structured, Modern

  • Design Approach: Minimalist, professional, and timeless. This design leverages clean lines, intentional spacing, and structured typography.

  • Visual Tone: Strong, elevated and polished.

  • Typography: Sans-serif font with geometric precision, evoking clarity and modernity.

  • Graphic Elements: Linear style world map to reinforce the global narrative.

  • Color Palette: Neutral tones with a pop of brand color; understated but strong contrast.

Option 2: Playful, Cool, On-Trend

  • Design Approach: Bold, fun, and culture-forward. This concept leans into expressive typography and streetwear-inspired graphic elements.

  • Visual Tone: Energetic, playful, funky.

  • Typography: Retro-inspired and hand-drawn-style fonts for a punch or personality.

  • Graphic Elements: Cartoon interpretations of "global generosity" illustrated hands, playful globes, and sticker-style icons.

  • Color Palette: Bright accents, oversized graphic prints, layered textures.