don’t sleep
copyright language & design
I authored don’t sleep in 2019 and introduced it during the NBA All-Star Charlotte pop-up. I led design for the capsule collection, wrote usage and lockups, and helped design the pop-up environment so product, signage and fixtures carried the message in space. I directed merchandising and flow so the line read clean on entry and in content, establishing don’t sleep as a recurring signal across future collections and campaigns.
don’t sleep messaging platform
I led creative direction for the Sandalboyz collaboration, from product to go live. I co-designed the black suede Classic Dreamville slides, set the material and trim spec, and built a packaging system that carried the don’t sleep line across box, insert and tissue. I nurtured the partnership end to end, aligned timelines and approvals, and ran the product shoot in studio. I established the shot list for ecomm and socials, delivered assets to web and social teams, and introduced looping GIFs to showcase motion and texture at launch.
MENTORING GRAPHICS AROUND DON’T SLEEP
I stewarded the don’t sleep line as a creative platform. I pulled references, wrote briefs, and mentored graphic designers to build a scalable archive of type treatments, lockups and placements for both apparel and brand communications.
I defined tone of voice and a typographic system, set core and limited color modes, and partnered with production to test inks and placements across fleece and jersey.
