establishing the DREAMVILLE premium identity
BRIEF
Establish Dreamville’s premium tier as a clear, scalable system that expands the brand from merch into elevated streetwear, signaling luxury-level make and materials at a glance through consistent brand cues across categories.
CREATIVE PLATFORM
PREMIUM AUTHENTICATED
A scalable patch system that can be duplicated and expanded release to release, anchored in core yellow and black, with a secondary black and white version and controlled color shifts for select drops, so premium is instantly recognizable through color, craft, and consistency, with Revenge Yellow as the signature signal.
APPROACH
Lead the premium tier identity from concept through production standards. I gathered references, wrote the brief, and partnered with graphic design to define the premium patch identity and execution, anchoring it in black and yellow to nod to the ROTD3 era and build immediate recognition. I set usage rules across apparel and accessories, including scale, placement, color permissions, and packaging lockups, then managed stakeholder approvals to keep the system tight and consistent. I worked directly with trim vendors to sample woven and embroidered options, dialing texture, edge finish, backing, and thread sheen, and I established QC standards so the patch read premium and consistent across seasons and production runs. I extended the system beyond apparel by adapting it for premium sporting goods, applying the premium patch language and Revenge Yellow to the Dreamville x Wilson basketball and packaging so the premium cue carried into sport.
DELIVERY
Delivered a premium tier identity system with documented usage rules, approved masters, vendor-tested executions, and QC standards that scaled across product categories. The result is a simple cue fans recognize immediately: if it carries the patch, it signals premium through look, feel, and make.
the gym class PREMIUM collection & campaign system
BRIEF
Launch Dreamville’s premium tier with a culture-native collection and campaign that makes the new premium patch system and Revenge Yellow feel instantly recognizable, introducing fresh graphics using the Dreamville mark and extending the premium signal across apparel and accessories during COVID-era constraints.
CREATIVE PLATFORM
THE PREMIUM UNIFORM
Revenge Yellow as the brand signal, with the premium patch and updated Dreamville marks repeated across touchpoints so the tier is legible at a glance.
APPROACH
The creative strategy was to make the premium tier unmistakable through a consistent yellow and black system and new graphic applications of the Dreamville mark, reinforced not only on apparel but across accessories that keep the premium patch in constant view. I led design on the collection and accessory extensions, including water bottles and lanyards, using them as additional touchpoints to drive the premium signal home. With school locations off limits, I secured access to a closed campus through a principal connection, cast students selected by the school for authenticity, and enforced strict COVID protocols while maintaining product continuity across every frame. I directed styling and led the team, sourcing matching sneakers to create a uniform on-camera read that spotlighted the new socks and the premium patch language.
DELIVERY
Delivered the first premium-tier launch from concept through campaign and rollout, introducing Revenge Yellow as a clear quality cue, establishing the premium patch system through apparel and accessories, and deploying a story-led social release built for lockdown conditions. The result was a credible, comfort-forward premium debut that strengthened brand recognition and made the new tier visually unmistakable.
the varsity hoodie
establishing a premium varsity design system
BRIEF
Create a modern Dreamville classic that feels like a vintage find, rooted in the label’s sports DNA and the founder’s love of memorabilia, and build it as a scalable staple that can anchor the Classics line season after season.
CREATIVE PLATFORM
FOUND - NOT MADE
A timeless piece designed to feel discovered, with a graphic language and material quality that reads authentic, lived-in, and collectible.
APPROACH
I led creative direction for the Varsity Hoodie from brief through production, owning the design intent and the production pipeline to ensure it read authentic, not manufactured. I set the core color system in signature black and off white, pulled from archive references, and introduced an oversized, slightly abstract Dreamville mark that became a long-running brand motif. I built and managed the Los Angeles vendor roster, sourcing premium French terry with the right weight and hand, running fit blocks and grading, and partnering with a best-in-class screen house to achieve a true vintage ink feel at scale. I drove lab dips, strike-offs, and QC with production teams to lock consistency across runs, and I managed stakeholder approvals to keep the piece true to the Classics line. To increase collectability and sustain demand, I introduced limited-edition colorways, including red and green, and led those drops end to end.
DELIVERY
Delivered a soft, heavyweight staple designed to feel discovered, not produced, with a repeatable system for quality, fit, and print that could scale across seasons. The Varsity Hoodie became a core anchor of the Classics line, supported by collectible colorway releases that kept the story fresh without changing the product’s DNA.
INTRODUCING THE PREMIUM varsity crew neck WITH live instillation launch system
BRIEF
Introduce Dreamville’s updated varsity identity with a culture-native launch moment that feels credible to the community, keeps the Varsity Crewneck as the hero, and generates real-time engagement through live content.
CREATIVE PLATFORM
MAKE AS MEDIA
Turn the act of building the story into the story, capturing the process in real time so the product is revealed through culture, not a traditional rollout.
APPROACH
I co-conceived the launch with the founder, then shape the concept into a clear brief designed for speed, authenticity, and camera-first impact. I partnered cross-functionally with the VP of Creative Services and an artist collaborator, secured Dreamville stakeholder approvals, and engineered a simple live activation that could be executed quickly while still reading premium and intentional. The creative approach centered the crewneck as the on-camera hero throughout.
DELIVERY
Produced a live wheat-paste installation with the creator wearing the Varsity Crewneck, captured and streamed the process in real time, and delivered a credible introduction that sparked engagement and strengthened the varsity story.
defining a PREMIUM language through trims
BRIEF
Establish a premium trim system that elevates Dreamville’s product offering, signals higher tier at a glance, and scales across styles and seasons while staying within budget and production realities.
CREATIVE PLATFORM
PREMIUM IN THE DETAILS
Use a consistent set of tactile brand cues that read in hand and on camera, creating a recognizable elevated tier without overbuilding cost.
APPROACH
Lead sourcing and inspiration across trade shows and mills to identify high-impact trims with the best cost-to-value ratio. Design a modular trim kit in Dreamville’s core palette, black and white, plus Revenge Yellow, including a branded zipper, woven and embroidered labels, rubberized appliqués, chenille patches, and packaging lockups. Create clear usage rules for scale, placement, and finish so the system can be applied consistently across categories, and align vendors on materials, QC standards, and cost targets. Route stakeholder approvals early to protect timeline and prevent expensive late-stage changes.
DELIVERY
Delivered a repeatable trim and packaging system with documented guidelines, vendor alignment, and approved masters that elevated the line visually and tactically while remaining budget-conscious. The trims became immediate premium signifiers across product, improving perceived value and strengthening brand consistency across launches.
premium design exploration
BRIEF
Build the foundation for Dreamville’s premium line before launch, proving viability through innovation, production readiness, and a limited-run hero piece that validates elevated positioning while staying aligned to budget, risk, and timeline.
CREATIVE PLATFORM
PREMIUM AS PROOF
Use one unmistakable premium cue and one hero silhouette to signal a new tier, then build the pipeline and production discipline required to scale it.
APPROACH
Create an innovation pipeline through trade shows and market research, prioritizing high-impact details with strong cost-to-value. I sourced a trims partner capable of producing a custom Dreamville-branded zipper, then used that signature element to unlock exploration into elevated materials and more experimental silhouettes beyond the Classics line. To keep quality and timelines protected as complexity increased, I built the production backbone for the premium tier by hiring two production managers to own sampling, fittings, and QC, and I maintained stakeholder alignment through regular approvals to prevent costly late changes and manage budget risk.
DELIVERY
Designed and released a limited-run puffer jacket as a proof point for the premium direction, integrating the cloud motif and core palette, black, white, and Revenge Yellow, with the branded zipper as a signature element. Launched in small quantities on ecomm with controlled sampling and approvals throughout, and secured coverage on Hypebeast and Highsnobiety, validating demand and credibility for the premium tier.
