As Head Strategist and Art Director at Studio CTRL, I lead brand and narrative development across all creative outputs.
My role spans campaign ideation, art direction for shoots, and the visual and verbal storytelling that defines the studio’s identity. I shape campaign concepts from inception through execution — building narrative frameworks, directing visual tone, and curating final image selections to ensure alignment with brand ethos.
I’ve contributed to the brand’s foundational identity, including logo selection rooted in strategic symbolism, and helped conceptualize CTRL’s upcoming launch event — advising on location strategy, merchandise, and experiential flow. I also contributed the studio’s social media strategy and visual feed aesthetic to ensure cohesion across digital touchpoints. My work ensures every creative decision supports the brand’s cultural positioning, narrative integrity, and long-term evolution.
Narrative & Art Direction
As Head Strategist and Art Director at Studio CTRL, I developed the overarching brand narrative, “CONTROL: A Journey Inward and Outward,” to guide the creative direction of the studio’s first editorial portfolio.
This arc was expressed across seven distinct visual chapters, each conceptually rooted in identity, transformation, and authorship.
I was responsible for shaping each shoot’s thematic lens, writing all supporting narratives and social media captions, directing visual tone, and curating final images for publication.
MIRROR STAGE
Before any journey outward can begin, the subject faces themselves. Here, reflections unveil discomfort, suppressed identity, and questions around visibility and voice. This is not limited to Black masculinity but extends to marginalized identities broadly.
PASSAGE
A Black man arrives in a new city. He is both subject and observer, foreign yet rooted. The gaze of the city shifts around him as he maps his place within it.
KIN
Intimacy between Black men. This chapter is a rare portrayal of softness, trust, and connection outside of performance or tropes. Metaphorically, in a way, showing the creative directors vulnerability in expressing his passion for fashion and believing in yourself enough to create space. Also about creating his network in Paris.
The I.T Family
I.T is a unique multi-brand retailer in that it features two-parent brands in I.T and i.t as well as creating and managing multiple in-house brands.
The main brands are I.T - which hosts luxury designers such as COMME des GARÇONS, Off-White, Acne Studios, A.P.C., Balenciaga etc, - and i.t - hosting more lower-priced, youthful designers such as AAPE, :CHOCOOLATE, Carhartt, Fred Perry, izzue etc.
This unique approach lends itself to a two shop system for ITeSHOP that shares the same backend account and checkout between both brands under one website. Each shop provides its respective unique branding while sharing consistent functionality. Creating a consistent design system was key due to having two shops within one website that was also replicated across over 6 international regions with separate sites, platforms and vernaculars.
Visual Identity Strategy
I contributed to the development and final selection of Studio CTRL’s logo, guiding the decision through the lens of brand belief and narrative integrity.
The chosen mark — a modern totem — reflects the studio’s mission to center Black narratives in fashion and visual culture.
A balance between professionalism and cultural intention, the identity system signals strength, heritage, and collaborative authorship.
I.T consists of a family of in-house brands and our team were responsible for updating the Bape e-commerce site for existing and new regions as well as developing digital identities for AAPE, Bape Black, Bapy, izzue and :CHOCOOLATE. This included the design and deployment of the e-commerce sites and the creation and management of digital assets for product launches, EDMs, and advertising.
The goal of all brands within the I.T family was to create a platform that is scalable and can fit a diverse range of content efficiently while maintaining the different brands evolving design language. While challenging it was important to keep processes simplified and streamlined across over 6 brands, 6 regions and countless stakeholders to ensure smooth and expected outcomes.
Brand Campaign
“Discover Your Edge” brand campaign executed in 2021. Our team was responsible for the concept, messaging, visual direction and execution, and all formats and touchpoints. The campaign received over 600k YouTube views and over 1m impressions.
I.T Post
Although our team was primarily assigned with the ITeSHOP platform, we worked frequently in collaboration with offline and corporate teams to assist with their creative and digital needs. One example of this was the digitalisation of I.T’s revered quarterly magazine I.T Post.
I.T30
Creative Director 2018 — 2019
Shortly upon my arrival I.T was looking to celebrate its 30th anniversary with a campaign that celebrated the past and looked to the future of the retailer. I was assigned to lead the creative concept of the project that would look to feature both online and offline visibility.
We decided to collaborate with the Dutch digital fashion house The Fabricant to digitally reproduce our anniversary collection and visual campaign that shared our beliefs in the future of digital fashion.
Although created in 2018, this campaign looked to set a precedent digitally with I.T’s belief in pushing forward new experiences within fashion and The Fabricant’s belief in envisioning a future where fashion transcends the physical body, in which today they are the leaders in their Web3.0 field.
Along with the visual campaign, we exhibited our vision and exclusive anniversary collection around the world in Hong Kong, Shanghai, Beijing and Paris. The popups featured architectural design by Jamie Fobert and interaction design by Your Majesty to create a unique experience that paired the digital and physical world of fashion together. Viewers were able to see the physical pieces alongside their digital counterparts and make purchases directly on their phones or at the digital kiosks placed throughout.
.png)
.png)
.jpg)
%20(2).jpg)
.jpg)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
