The Libyan national flag is the only flag in the world devoid of form, only consisting of a field of green. The color reflects the people’s devotion to Islam, and though this religious aspect is significant to the identity of the country, one can ask if this is the best “design” to represent its people, history, and culture. In a world where the diversity of each individual nation is celebrated, how did flags, objects of national pride become indistinguishable, uniform, and in some cases, characterless?
I started by asking via Facebook event the public to respond Generally, what they consider themselves; Secretly what they conceal; Ideally, what they want to be. The goal was to relate colors to emotions and visually represent the personalities of a group of people. With over 300 responses, I started to create a key that related their responses with appropriate colors. I left it open for people to respond with any emotive adjective, not wanting to give any limitations. For example, if the individual responded to one of the prompts with the words bold, aggressive, or confident, I would relate these strong emotions with the color red. Calm, chill, or carefree was assigned to a type of blue. Happy, fulfilled, or optimistic was assigned to types of yellows. The color associations derive from the research done on color meaning. Each person is represented with an orb-like form with their answer for Generally on the outside, Secretly in the middle, and their answer for the Ideally prompt fittingly in the center of their being.
A physical manifestation of this project was "Flag Yourself" which was translated to a online Facebook app. In an age where people are constantly looking to find ways to express themselves or "customize" and brand themselves to their immediate social network and beyond, it was a project that explored the visual systems that could be a representation of individuality.
Simplification. The Pantone website needed restructuring, allowing the user to be able to find what they need faster. I proposed a potential reorganization of the website that would clearly differentiate products and services from social communities.
BAKED NYC is a Brooklyn based bakery that is expanding at a rapid pace with new book deals, mixes, and baking products selling at Sam’s Club and Sur La Table. To go along with their fresh new logo, I was asked to help with creating new collateral to debut at the Tribeca location.
“The Black Sheep” brand platform positioned the DETAILS man as the thought-leader, rebel, and trend-starter and helped win advertisers over by capturing the brand’s fearless attitude. The following is the invitation to a soiree in Milan and the brand book full of typographic play, eye-catching imagery, and playful interpretations of the concept. The same visual language was incorporated into a video.
STYLE.FEED was DETAILS’ first-ever blogazine, editorializing our partners by pairing them with our top DETAILS Network bloggers. After these influencers curated their looks, I produced and art directed individual custom photo shoots, and designed a digital lookbook that was shared on DETAILS.com, the DETAILS Facebook page, and through various social channels. In addition to the sharable blogazine, behind-the-scenes videos and taxi tops were produced to promote the blogger and brand partnerships.
Fashion to Figure
Fashion to Figure is a plus-size retail brand that wanted to produce a fresh approach to their seasonal holiday campaign. The aim was to elevate the brand and cater to a fashion-forward audience while not straying too far to alienate their current customers. I put together a team to produce a print holiday lookbook and I adapted the print version for a shoppable online story.
DETAILS partnered up with the CFDA to rally the top names in American men’s fashion for a good cause. Ten leading designers were asked to create a limited-edition pocket square (and a customized duffel bag the following event). This logo and invitation package was used on collateral sent to designers and fashion VIP's.