ART DIRECTION • CREATIVE DIRECTION • BRAND IDENTITY • APPAREL DESIGN • E-COMMERCE • RETAIL EXPERIENCE
Directed visual development for JŪS luxury streetwear boutique, translating DC nightlife culture into elevated product experiences. Led the creative strategy that transformed a boutique retailer into a lifestyle brand through minimal design aesthetics, premium garments, and cultural authenticity, resulting in 285% revenue growth through design-driven collections and brand storytelling.
CUSTOM "Ū" SHORTS
PROJECT OVERVIEW
The Challenge: JUS needed an original signature piece that reflected our brand's minimal luxury aesthetic while resonating with our DC nightlife clientele.
The Insight: Drawing inspiration from our exclusive pop-up events and DC's vibrant nightlife scene, I observed how camera flashes had become integral to social documentation. Night-goers constantly captured their outfits, and I noticed how flash photography activated reflective surfaces—jewelry, metals, and other materials transformed under camera light.
The Solution: These custom shorts use strategic color blocking and reflective piping to visually represent our signature "Ū" mark. The design balances subtle luxury with social visibility—appearing as understated brand expression in daylight but commanding attention when the reflective elements activate under camera flash.
FINAL PRODUCT
SOLD OUT
SOLD OUT
SOLD OUT
WORN
SOCIAL
TECH PACK DEVELOPMENT
EMBROIDERED "Ū" DROP
Directed our minimal luxury essentials featuring our signature Ū mark. Paired premium blanks with clean execution, creating versatile pieces embraced by cultural figures like Fabolous. This refined collection complemented our bestselling Ū shorts, driving the brand's significant revenue growth.
Macron Ū - Noir sur Blanc
Macron Ū - Blanc sur Blanc
Macron Ū - Blanc sur Violet
Macron Ū - Violet sur Violet
WORN
SUMMER NIGHTS
Conceptualized and art directed "Summer Nights" capsule collection, developing both naming and thematic direction. Created a visual narrative capturing nightlife culture's essence through typography and imagery that explored themes of euphoria and connection.
CIRCUIT HOODIE
Merged streetwear aesthetics with tech-inspired design, integrating circuit board graphics within the signature Ū mark.
4THQTR SHOCK DROP
Directed JŪS's luxury line, merging refined lettermarks with premium garments across digital and retail.
WORN
