Lee
Denim since 1889, written in a new hand.
Give a denim brand from 1889 a voice that feels original, not vintage.
One hand-drawn language across campaign, retail, social and digital.
Campaign creative direction and illustration for Lee. I developed the visual direction for Free Your Originality, pairing black-and-white denim photography with my own hand-drawn line and a loose gold stroke, and carried it across campaign, retail, social and digital. The same system stretched to Pride, the Original Makers Club and World of Firsts. For Fall 2022 I designed Weekend State of Mind, a postcard homepage and social kit for the season.
Free Your Originality
In which a gold line runs through the denim.
Black-and-white denim photography, my own hand-drawn line and a loose gold stroke. One look, carried across campaign, retail, social and digital.
Love Is Love
In which every portrait moves.
Pride, shot in chromatic double exposure. Color splits like a misregistered print, so every portrait looks like it is moving.
Here's to the Originals
In which the originals wink back.
A 30-second Women's History Month film for 2022 and its storyboards: footage of four women, gold type and a circular seal.
Original Makers Club
In which the makers get the poster.
Cut-out portraits wrapped in rainbow outlines, posters on city walls and a book, all in the same hand.
World of Firsts
In which Lee counts its firsts.
A campaign film and a book on the firsts in Lee’s history.
Weekend State of Mind
In which the weekend gets a badge.
The Fall 2022 seasonal campaign: a postcard homepage marked Cochecton, NY, a line-drawn badge and a social kit, carried into the Holiday 2022 gift guide.
In store
In which denim gets portholes.
Store wall concepts in Lee orange: denim portholes, the hand-drawn line and the Original Makers Club art at wall scale.
