Semi-permanent role as a retainer art director and designer in between 2018—2021
SELFHOOD is a global apparel distribution that offers fully vertical 360 services while continuing to build bridges across markets and industries with offices in New York, Los Angeles, Hong Kong and Singapore.
Consumers, and even brands, had a hard time understanding the distribution process and in turn, what Selfhood does and how they operated. I identified the flaws and pitfalls of their original branding and set out a new creative and brand direction for them.
I built and managed SELFHOOD’s global branding and communications from the grounds up namely in the form of their creative strategy and direction—which included social media, B2B newletters and mailers, campaigns, brand collaborations, event popups and collaterals, to spatial design of their showrooms running in Seoul and Paris twice a year.