I joined Amiri as their first designer, tasked with building the brand’s visual identity from the ground up. I defined the logo and brand packaging systems, creating a cohesive language that could scale across collections, campaigns, and global retail while remaining flexible for seasonal storytelling. This foundation solved the challenge of maintaining consistency across diverse touchpoints without stifling the creative evolution about to unfold.
In packaging design and development, I delivered premium concepts through production, balancing aesthetic impact with manufacturability, cost, and sustainability—solving for both operational constraints and new brand recognition. For textile prints and pattern design, I engineered production-ready repeat graphics and innovative placement art that merged creative vision with technical execution, overcoming challenges in scale, color, and material behavior. In product design and development, I collaborated cross-functionally to translate concepts into manufacturable apparel, footwear, and accessories, anticipating fit and production challenges and ensuring every piece maintained the intended quality and narrative.
As the company grew, I led a small team of junior designers, mentoring them while tackling complex design challenges across multiple disciplines. I developed promotional materials and in-store signage that not only aligned with brand ethos but also drove consumer engagement, addressing the need for visually impactful messaging across retail and marketing channels. In illustration and photo editing, I created custom artwork and curated imagery that strengthened the brand narrative, ensuring each visual reinforced luxury positioning and emotional resonance, while navigating very tight timelines and diverse project requirements.
Our work blended the raw energy of grunge and street culture with the refinement of luxury fashion, all made in Downtown Los Angeles. By introducing innovative graphic and print techniques, I created pieces that were authentic, unexpected, and elevated, while solving real-world production and operational challenges to ensure everything performed flawlessly in the market.
Our work blended the raw energy of grunge and street culture with the refinement of luxury fashion, all made in Downtown Los Angeles. By introducing innovative graphic and print techniques, I created pieces that were authentic, unexpected, and elevated, while solving real-world production and operational challenges to ensure everything performed flawlessly in the market.
Across multiple apparel collections, I maintained a strong and consistent design presence from initial concept through final production as the right hand of the Creative Director. I played a key role in shaping seasonal direction through textile design, custom trim development, and original graphic art, ensuring every detail contributed to a cohesive narrative. From fabric selection and pattern engineering to hardware, labels, and finishing elements, I approached each collection holistically, solving for both creative impact and technical execution. The result was a product that felt intentional at every level, from bold statement pieces to the smallest construction detail that truly gave Amiri the honest edge that we were going for.
