AYAEO // Brand & Creative Direction
AYAEO is a new kaftan fashion brand based in Los Angeles. A stunning product with a charismatic founder. The AYAEO brand needed to be established before visuals could be developed (we even renamed the brand to better reflect the brand identity). I was brought on to run branding workshops - deep diving into the details of the brand's purpose, personality, customer and product DNA. Once the brand DNA was determined, the logo, typography, voice and visual style were developed and documented.
I brought together a team and led the e-com and editorial photography production for current and upcoming collections. For these shoots, my roles included conceptualization, art direction, styling, on-set direction, image selection, and retouching. The imagery is leveraged across all brand channels and advertising.
In addition to brand work and creative direction, I also developed sizing labels, and printed inserts for the final product packaging.