direction, strategy, production, design for babyjadeIn 2020, BABYJADE came to life in my high school bedroom, blooming into a beautiful, independently run and owned clothing brand. The role encompassed product and project management, overseeing the development of creative assets and marketing strategies from concept to execution, creative direction and design for brand storytelling, clothing production management, and creative strategy. Timelines and resources were meticulously managed, ensuring that all projects were aligned with the brand’s identity and objectives.
The experience in art direction facilitated the development of a cohesive visual narrative that effectively engaged a diverse target audience interested in fashion and art, encompassing individuals of all genders aged 16 to 25. A keen eye for brand identity was applied in developing marketing materials that showcased products while effectively communicating the brand's values. This role fostered a proactive approach to identifying opportunities for improvement, leading to innovative solutions that enhanced overall marketing and design efforts.
This journey, ending in 2022, blended my design expertise with strategic thinking and project management, resulting impactful results that reflected a commitment to excellence in brand development. The ability to lead creative projects while maintaining a strong focus on brand identity and audience engagement solidified a professional profile that resonates with the entrepreneurial spirit.
BABYJADE ignited my passion for brand identity design, art direction, and project management. Driven by the desire to create clothing that fosters a sense of connection among people, this time also peaked my interest in experience design. I became committed to crafting environments that enable individuals to engage in meaningful and transformative experiences - still a goal that remains tried and true.
creative + visual strategy QUESTION:
How do I create an identity that resonates with people looking for clothing that means something without being cliche and overdoing it?
How can I design a campaign for a brand that speaks to those wanting clothing that feels authentic and personal?
ANSWER:
Based in the annoyance of people wearing things for clout purposes, I spent a lot of time thinking about what clothes actually mean to people, specifically in streetwear. The conclusion was handmade BABYJADE hoodies —clothing that didn’t just serve as a status symbol but actually connected with people's identities. It was clear that many were searching for something more personal, so my goal became to create comfortable yet unique designs that allowed people to just wear what resonated without relying on brands/names/status.
To figure out what people really wanted, I conducted some informal market research, chatting with friends and potential customers to gather insights about their preferences. I listened to conversations and noted common themes, which helped shape the designs. This approach led to the creation of hoodies that were both comfortable and staples, yet still distinctive, allowing people to feel like they were wearing something special without being overly loud or attention-seeking.
My goal is always to create a visual strategy that resonates with the audience, empowering them to feel confident and genuine.