My role as Design Director required visionary design leadership, cross-category expertise, and hands-on execution, as I not only led the team but also took on the majority of responsibilities to ensure creative excellence and commercial success. My key responsibilities included the below.

Creative Direction & Design Leadership:
Directed seasonal concepts, color stories, and collection builds across all categories; led a team of 6+ freelance graphic designers but was solely responsible for everything else.

Graphic & Licensing:
Art directed and designed both licensed and non-licensed graphic t-shirt collections, ensuring alignment with brand DNA and market trends.

Product Development & Technical Execution:
Drove all product development, including textile sourcing, embroidery and embellishment design, fittings, and sample-to-production execution.

Textile & Print Innovation:
Created and developed custom textiles, embroideries, and prints to differentiate product in a competitive market.

Photoshoot & Brand Storytelling:
Art directed campaign and e-commerce shoots—booking models, scouting locations, managing photographers, styling, and overseeing final selects for JOOR and web.