THE CHALLENGE:
Eighty-Seven West, a Chicago-based luxury streetwear brand named after the city’s latitude line, had a sharp aesthetic and high-quality product. They were ready to drop a campaign anchored in their core palette and visual identity, but they knew this was just the starting point. What they needed wasn’t a one-off moment. They needed a brand system built to evolve, something that could expand beyond a single collection or color story without losing its edge. They needed a brand system that could grow with them.
The challenge was to design a foundation that would hold steady as the brand evolved. The visuals had to feel distinct and consistent now, while leaving room for creative freedom later. Like any established fashion house, 87W wanted the ability to experiment across seasons, styles, and tones without losing their core identity. That meant creating a visual language that was flexible but intentional, recognizable without being rigid.
87W wasn’t looking for just a campaign. They were building long-term creative infrastructure.
THE SOLUTION:
I partnered with the team behind 87W to shape a campaign that felt more like a movement than a marketing rollout. We crafted a strong visual system across fashion portraits and product photography. Everything connected back to a single, cohesive brand voice.
The editorial portraits carried emotional weight and featured a diverse group of models. Each one was styled to reflect the brand’s core values: identity through simplicity and individuality through consistency. Clean backdrops, soft lighting, and a controlled color palette gave the visuals an almost cinematic stillness. Each frame was considered, human, and confident.
The product shots introduced contrast. Cooler tones, crisp lighting, and a sense of clinical precision shifted the tone without breaking it. These objects weren’t just accessories. They felt like essential tools. The juxtaposition told a bigger story. 87W isn’t just about aesthetic expression. It is about structure and intention.
Together, the images created a brand system that invites the viewer into something deeper. It feels exclusive without being elitist.
MY PART:
As creative director and designer, I:
✔ Created a complete art direction strategy that positioned 87W as a future-focused lifestyle brand with emotional depth
✔ Styled and color-graded assets to feel cohesive across diverse lighting conditions and subjects
✔ Designed product and portrait shots that serve multiple functions such as hero images, web banners, and social-ready assets
✔ Built a visual narrative rooted in balance, where editorial photography met structured product visuals to reflect the brand’s duality
✔ Applied principles of branding psychology to ensure consistency in perception across every touchpoint
✔ Helped elevate 87W from a logo and some merch to a living, breathing creative system with values and vision
