Projects
A collection of projects I have been involved with both within and outside of my education at AMFI.
HEDINTHS
— This project was based a creating a brand concept from scratch. We created HEDINTHS. The values that HEDINTHS was born from are joyful optimism, magnetic romance and reveling in life; we infuse these values into every product so that they are rubbed off by the wearer into every moment. We sought to create a fragrance based on the idea that it is shared and layered between two. Majority of my role for this project consisted of writing and team leadership. You can see examples of my and the full magazine we created under the writing tab in work.
MUD Jeans x Dirty Laundry
Within my student led sustainability group at AMFI, we partnered with MUD Jeans, a sustainable denim brand to help promote their Sustainable Fashion Course. I helped to create a series of images that were featured on the MUD instagram as well as a video that spoke about our work within Dirty Laundry and MUD Jeans.
Wrangler Branding project.
We were presented with the objective to expand an existing denim brand to target an audience they weren’t already and to build a purposeful and authentic relationship with that consumer through a relevant physical brand experience and collection. We chose to expand Wrangler to the ‘She.E.O’ or young feminine professional consumer market.