Client: NHIM Apparel
Creative Direction & Brand Identity /Creative Director / Lead Designer / Photography / Video
Overview
NHIM Apparel is a brand rooted in intentional design and cultural clarity. The objective was to build a visual identity that felt considered and cohesive—one that could scale across product, imagery, and motion without losing its point of view.
I served as Creative Director and Lead Designer, guiding the brand’s visual language while directing photography and video to ensure consistency across all touchpoints.
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The Idea
The creative concept centered on discipline and restraint—allowing form, material, and composition to speak louder than excess. The brand needed to feel confident without being loud, and modern without chasing trend.
The guiding question throughout the process was:
What does clarity look like when it’s sustained over time?
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Creative Direction
I established the brand’s creative foundation and led its visual execution, ensuring that every expression—from product design to content—felt aligned and intentional.
Direction included:
• Defining the brand’s visual philosophy and tone
• Creating scalable systems for apparel and content
• Translating brand values into imagery and motion
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Execution
Lead Design & Apparel
As Lead Designer, I developed apparel concepts with an emphasis on silhouette, material, and longevity. Designs were created to feel timeless and wearable, prioritizing function and identity over trend.
Photography
Photography was directed to reinforce the brand’s clarity and confidence. Composition, lighting, and styling were intentionally restrained—allowing product and posture to carry the narrative.
Video
Video content expanded the brand’s world through pacing and atmosphere. Motion was used to communicate texture, movement, and presence rather than overt storytelling, supporting the brand’s understated identity.
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Role
Creative Director / Lead Designer
• Brand vision & creative strategy
• Apparel design & product direction
• Photography & video direction
• Visual system development & oversight
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Outcome
NHIM Apparel emerged with a cohesive and adaptable visual identity—one capable of evolving while remaining grounded in its core philosophy. The result was a brand ecosystem where apparel, imagery, and motion worked together to communicate clarity, confidence, and purpose.