Art led Capsule and Color Story
I expanded Dreamville’s graphic identity through capsule-led explorations. For February 2023, I translated a founder-favored artwork into a full system, writing the brief, setting references, and establishing a red, black and green palette in observance of Black History Month. I partnered with graphic designers to build placement and repeat graphics that supported the hero art and introduced the tailless version of the Classic Dreamville logo as a chest hit for the first time, previously used only on hoop shorts.
I routed stakeholder approvals, directed prepress, and led production through screens, embellishments and QC. I produced the e-comm shoot, set the shot list, and was on set to lock styling and ensure the story read clearly across PDP and social. The result broadened the brand toolkit and delivered a capsule with a crisp creative throughline from art to retail.
airbrush logo system
I led creative direction for an airbrushed Dreamville tee that brought the tailless Classic logo into a 90s airbrush language. I wrote the brief, pulled references and mentored graphic designers through colorways, glow treatments and placement to keep the read clean and brand right. I partnered with production to engineer a matte, soft-hand print that felt like a hand-painted airbrush while scaling for mass production, dialing separations, mesh counts, ink stacks, discharge underbases and QC.
For launch I produced the capsule shoot, hired the photographer and product stylist for e-comm flats, set the PDP shot list and ran on-set creative to keep the tee the on-camera hero. The result delivered an authentic airbrush look with a premium hand feel and a clear brand story.
core secondary logo toolkit for dreamville
I led creative direction for the Dreamville music note motif from idea to system. I ran brainstorms, pulled references and mentored graphic designers to evolve the mark into a core secondary logo that reads brand right on apparel, merchandise and product. I set rules for placement, scale, color and ink finish, using the black and Revenge Yellow palette for a strong on-camera read. I routed concepts and prepress through stakeholder approvals at every stage.
For go to market I produced ecomm coverage end to end. I hired photographers and a product stylist, defined on-figure and flat shot lists, and stayed on set to protect styling, lighting and texture so the logo printed clean and photographed premium. The result is a versatile mark with a clear usage system that extends the brand toolkit.
Un x dreamville Palette & Graphic Architecture
I originated the collaboration through my network and set the creative platform. Partnering with Burn & Broad and the UNINTERRUPTED design team, I defined tone, wrote the copy line Uninterrupted Dreams Create Your Reality, and selected the color story and graphic language. I mentored graphic designers across both teams, led placements and finishes, and routed work through key stakeholder approvals on each side.
I produced the shoot end to end, hiring the photographer and product stylist, building PDP and social shot lists, and staying on set to protect styling, lighting and product read. The result was a tight, co-branded capsule with a clear voice that felt true to both brands.
archive to market Valentines day Release & Earth Day Variant
I led the revival of a fan favorite graphic from the Dreamville vault, made iconic when J. Cole wore it on late night TV. I wrote the brief for a cleaner, scaled down read, set placement rules and refined proportions so it sat right on hoodies and tees.
I mentored graphic designers through material exploration and prepress, testing chenille and felt patches, appliqué, rubberized and discharge prints to land on an authentic hand-work feel at scale. I partnered with production to run strike offs, lock inks and QC. I also collaborated with French artist Alexis Jamet on a painterly variant for the Earth Day capsule, aligning palette and story so the update felt fresh and brand right.
creating a Cloud Script toolkit
I set the creative platform for the tailless Dreamville logo rendered in cloud language. I originated the idea, mentored graphic designers from brainstorm to sketch to final, and built usage rules for apparel and product. For the 2022 festival off-site pop-up I directed applications across tees, fleece and signage so the mark read as one system. I selected the color story and print treatment, worked with dye houses and print partners on strike offs and wash tests, and routed approvals with stakeholders. The result was a fresh icon that felt native to the festival and scalable for future seasons.
