CUTTHROAT: Lifestyle Brand
Role: Creative Director + Designer
My role encompassed various aspects of the brand's development. I had the opportunity to contribute to both the online e-commerce platform and the physical retail location situated in Long Beach.
Within my role, I played a pivotal part in the creative process, overseeing the entire journey from conception to the final product. Collaborating closely with the owner, I ensured that the designs embodied the essence of Cutthroat: an aggressive and in-your-face attitude. This involved creating impactful jumbo screen prints, crafting attention-grabbing and bold copywriting, selecting appealing color palettes, and designing visually striking apparel and accessories.
Grand Opening
Additionally, I took on the responsibility of creatively directing the grand opening of the retail location. This entailed creating promotional assets and developing marketing strategies to generate excitement and incentivize customers to line up for the event. I led efforts in designing multiple collections of shirts, hoodies, and accessories every season upon the opening of the new brick and mortar.
Throughout my involvement, I placed great emphasis on fostering a strong and consistent brand identity. I ensured that each design and marketing material reflected the essence of Cutthroat, capturing its aggressive nature and resonating with our audience.
"Cutthroat, Por Vida"
Being involved in the entire process, from concept to completion, allowed me to create designs and develop an art direction that truly embodied the brand's identity and resonated with our customers. It was a rewarding experience to see Cutthroat flourish and make an impact in the fashion industry.