I led the replatform of Dreamville’s Shopify and the debut of the refreshed Classics collection. I owned creative for site and product, partnered with web designers to set look and feel and wrote key copy, featuring don’t sleep, the brand copyright I created that appears across product, and e-comm in the homepage banner. I defined site architecture, PDP standards, image ratios and a clean asset pipeline so merchandising and updates moved fast. I produced the campaign and e-comm shoot, cast the models, hired the photographer and product stylist, directed the flats and was on set to lock styling and capture.

I set the color system with Revenge Yellow and black and white as cores. I formalized Revenge Yellow during the replatform because it was the signature color of the Revenge album rollout and merch, using it to carry momentum from Dreamville’s 2019 compilation Revenge of the Dreamers III, which reached platinum status, the industry mark of a major sales and streaming milestone. I then expanded the palette into red, blue and green to widen storytelling without losing brand read. The Classics collection nodded to collegiate themes and was rooted in Dreamville’s comfort and sport language, including a new take on the signature Dreamville shorts. I led materials and silhouette selection, drove stakeholder approvals and explored application techniques for logos, landing on rubberized appliqués for the Classic mark and chenille don’t sleep patches to add depth and tactility. The relaunch generated $100K on day one and sustained six figures monthly during the COVID-19 touring shutdown, restoring a critical revenue stream while the prior site was on hiatus and fans could only find the Classic black and white tee at Urban Outfitters. The result was a modern storefront and a refreshed Classics line that read premium, moved product and rebuilt momentum.