Client:
Abryanz (Uganda)
Services:
Lead Art & Creation Direction
Brand & Product Strategy
Logo & CI Design
Campaign Stylist
Fashion Editorial & Lookbook
Product Design & Development
Year:
2021
Industry:
Fashion, Apparel, Streetwear
Credits:
Photography - Khutso Ken
Production - Dimension photography
Editor - Khutso Ken assisted by Sir Abner
Partner - Bertrand Cafe for location
Brief:
As Lead Creative Director, I guided and executed a multidisciplinary rollout, spanning the following:
Concept: Fashion students who work at a bar and their secretly have fashion showcases amongst themselves every morning before opening for business. Referencing scenes from the classic movie "The Breakfast Club". Hence the the campaign name "When no one is Watching".
- Corporate Identity & Branding
Designed brand logo, typographic system, and adaptable CI toolkit
Developed a color palette and brand marks that reflect Abryanz's aesthetics
Defined tone-of-voice, brand values, and visual architecture
- Fashion Editorial & Campaign Styling
Conceptualised and directed a seasonal fashion editorial/lookbook, from theme development to shot execution
Led fashion styling and casting
- Product & Brand Development
Consulted and designed apparel from concept to garment
Advised on storytelling angles for each collection — infusing pieces with references and aspirational appeal
- Digital Rollout
Directed website UX and layout design to present the brand as digital-first and globally relevant
Provided art direction for photography used across the site and social platforms
Curated e-commerce product visuals, ensuring a consistent and elevated retail experience
