Creative direction | design
As the art director and designer for Conxform, I was responsible for developing and shaping the brand identity of a creative platform that celebrates transformation, individuality, and cultural connections. My role encompassed a variety of creative tasks, including:
Logo Design: I designed the signature Conxform logo, a bold handwritten wordmark featuring the unique “f/x” character at its core. The “x” in the center represents transformation and the brand’s core principle of not conforming, serving as a visual metaphor for breaking boundaries and challenging norms.
Collaborations: I directed a partnership with Made In The Hood, a local streetwear brand and storefront, to put together a pop-up event which served as the release of a new collection . This collaboration showcased the brand’s versatility and deep connection with its community.
Merchandise Design: I conceptualized and created apparel designs, including shirts and caps, that reflect the Conxform ethos of individuality and expression.
Campaign Strategy: I oversaw the creation of promotional materials for collaborations and product launches, aligning them with the brand’s narrative and visual identity.
Photography & Art Direction: I directed and curated photoshoots to highlight Conxform’s products in real-life, urban settings, reinforcing its roots in culture and creativity.
Through these contributions, I aimed to establish Conxform as a dynamic, aspirational brand with a strong visual presence and cultural resonance. This case study highlights my multidisciplinary approach to art direction, branding, and collaborative design, showcasing my ability to craft meaningful and cohesive identities for contemporary brands.
