Bru-C
I worked as art director and creative assistant for musician Bru-C. This was a highly varied project that required me to take creative control across multiple areas of his brand and business, ensuring a consistent visual language and strategy across everything from merchandise to marketing.
I began by developing original clothing concepts, which grew into full fashion tech packs ready for manufacturers. These were part of a larger merchandise strategy that included the Smile Collection — a drop that sold out within 17 seconds. Alongside this, I created album artwork, posters, logos, notebooks, and digital advertising campaigns, as well as designing billboards, Instagram filters, and social media assets to promote new singles and albums.
Beyond design, I also managed the website and e-commerce store, shipping orders, and handling customer service, which gave me insight into the end-to-end process of a creative brand. The project demanded a careful balance between creativity and commercial thinking, ensuring that the visuals were distinctive and on-trend while also practical to produce, market, and sell.
Working on this project gave me valuable experience in combining design execution with broader strategy, shaping a cohesive brand identity that extended seamlessly across fashion, music, and digital platforms.