Art Direction & Visual Systems
Art Direction & Visual Systems focus on defining a cohesive visual language through creative direction, campaign art direction, and brand storytelling. This work aligns photography, styling, set design, and content systems to elevate brand identity across digital, editorial, and shoppable platforms.
Art direction is the practice of shaping how a brand is seen, felt, and remembered over time. It moves beyond individual images or moments and into the creation of a visual language that holds consistency, restraint, and intention across every expression. This work defines not only how something looks, but how it behaves in the world.
Visual systems are built through repetition, discernment, and editorial control. They rely on an understanding of pacing, tone, and hierarchy. What is shown. What is withheld. How contrast, texture, movement, and atmosphere work together to reinforce identity. Strong art direction doesn’t chase novelty. It returns a brand to its core truths and ensures every output reflects them clearly.
At this level, art direction becomes a form of stewardship. Campaigns, content, and visual storytelling are guided by a singular point of view that can evolve seasonally without losing its center. The result is a brand that feels elevated, cohesive, and unmistakable, no matter the platform or format.
Clients
WGACA, Internet Sophie
Selected Projects
Art Direction
What Goes Around Comes Around
Art Direction, Creative Direction, Campaign & Visual Systems
What Goes Around Comes Around is one of the world’s leading luxury vintage retailers, known for its rare archive, cultural authority, and deep connection to fashion history. My work with WGACA focused on high-level art direction, shaping seasonal campaigns and evergreen content that reinforced the brand’s core pillars while bringing renewed clarity and cohesion to how the brand showed up visually.
Through campaign direction and shoot development, the work centered on returning WGACA to the heart of what makes it iconic: exclusivity, the romance of rock and roll, the heartbeat of vintage, and the elegance of luxury. Each visual decision was made to honor the weight of the product itself, allowing the pieces to feel storied, lived-in, and aspirational without feeling overly styled or trend-driven.
I directed seasonal campaigns, including summer narratives, collaborating closely with photographers such as Phoenix Johnson and Bert Meadows to establish a visual tone that felt editorial yet intimate. Styling, set design, and talent sourcing were curated to support a timeless sensibility, creating imagery that could live both as campaign moments and as long-term brand assets.
Beyond the shoots, the work extended into shaping how the campaigns entered the world. Imagery and storytelling were translated into website curation, email marketing, and digital touchpoints, ensuring the visual language remained intact from first impression through shoppable experience. The result was a cohesive visual system that elevated perception, strengthened brand consistency, and aligned WGACA’s outward expression with its legacy and authority in the luxury vintage space.
Internet Sophi
Art Direction, Visual Systems, Persona & Brand Creation
Internet Sophi is a branded persona created for an emerging pop artist and cultural figure, built at the intersection of music, internet culture, and digital identity. This project began not with visuals, but with authorship. I developed the name, persona, and conceptual framework that would allow the artist to exist clearly and consistently across music, fashion, and online spaces.
The work focused on creating a visual and behavioral system rather than isolated moments. Internet Sophi was designed as a fully formed presence with a recognizable tone, rhythm, and point of view. Art direction guided how the persona moved through the world visually, from fashion and styling to photography, graphic systems, and social expression. Every element was considered as part of a larger identity ecosystem rather than content created for individual platforms.
I led the brand identity and logo development, defined audience alignment, and established a creative direction that could flex with trends without losing coherence. Visual storytelling extended into album artwork, including the Planet Wavy release, where the aesthetic language reinforced the persona’s mythology and emotional world. Sets and environments for content were curated to feel intentional and repeatable, allowing the visuals to scale while maintaining authorship.
This work positioned Internet Sophi not simply as an artist, but as a distinct cultural signal. Through disciplined art direction and systemized visuals, the persona became recognizable, adaptable, and ownable — able to live across music, social platforms, and future creative expressions without dilution.
