CLIENT ▸ Influence Clothing, South Africa
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Visual Identity, Advertising, Fashion Design, Print Design
ROLE ▸ Art Director Freelance
SCOPE ▸ Logo Design, Visual Identity, Advertising, Fashion Design, Print Design
The Challenge
Elevate a growing fashion brand beyond trend-led visuals
Create a cohesive visual language across campaigns, social, and product storytelling
Balance bold expression with a structured, recognizable identity
Elevate a growing fashion brand beyond trend-led visuals
Create a cohesive visual language across campaigns, social, and product storytelling
Balance bold expression with a structured, recognizable identity
Strategic Approach
Define a clear visual point of view rooted in attitude, clarity, and repetition
Establish consistency across photography, typography, and layout systems
Build a framework that allows seasonal variation without losing brand equity
Define a clear visual point of view rooted in attitude, clarity, and repetition
Establish consistency across photography, typography, and layout systems
Build a framework that allows seasonal variation without losing brand equity
Creative Solution
A confident, image-led visual system anchored in strong graphic treatments
Controlled use of typography and contrast to frame expressive photography
Campaign visuals designed for both editorial impact and digital scalability
A confident, image-led visual system anchored in strong graphic treatments
Controlled use of typography and contrast to frame expressive photography
Campaign visuals designed for both editorial impact and digital scalability
Scope & System
Visual direction for campaign imagery and product storytelling
Graphic language defining overlays, typographic placement, and composition rules
Modular layout system adaptable to social, e-commerce, and promotional assets
Clear hierarchy for messaging across platforms
Visual direction for campaign imagery and product storytelling
Graphic language defining overlays, typographic placement, and composition rules
Modular layout system adaptable to social, e-commerce, and promotional assets
Clear hierarchy for messaging across platforms
Key Results
Stronger brand cohesion across digital and physical touchpoints
Increased visual consistency in campaign rollouts
A recognizable aesthetic identity within a saturated fashion market
Stronger brand cohesion across digital and physical touchpoints
Increased visual consistency in campaign rollouts
A recognizable aesthetic identity within a saturated fashion market
Impact & Performance
Elevated brand perception through disciplined art direction
Faster content production enabled by defined visual rules
Improved alignment between brand voice and visual execution
Elevated brand perception through disciplined art direction
Faster content production enabled by defined visual rules
Improved alignment between brand voice and visual execution
Deliverables
Campaign visual direction
Logo refinement and graphic treatments
Social and digital asset toolkit
E-commerce visual alignment
Campaign visual direction
Logo refinement and graphic treatments
Social and digital asset toolkit
E-commerce visual alignment
Role & Leadership
Senior Brand Designer / Art Director
Led visual direction and graphic language development
Ensured consistency across campaign, digital, and promotional outputs
Senior Brand Designer / Art Director
Led visual direction and graphic language development
Ensured consistency across campaign, digital, and promotional outputs
Why This Works Matters
Fashion brands depend on visual coherence.
This project demonstrates how disciplined art direction and system thinking can elevate a brand beyond seasonal trends, creating a visual language that builds recognition, credibility, and long-term equity.
Fashion brands depend on visual coherence.
This project demonstrates how disciplined art direction and system thinking can elevate a brand beyond seasonal trends, creating a visual language that builds recognition, credibility, and long-term equity.
The logo was refined into a bold typographic mark, designed to anchor expressive imagery within a consistent, scalable brand framework.
Ready to elevate your brand
or make a mark globally?
or make a mark globally?
