Creative Strategy & Character-Led Collections for Neff Headwear
While at Neff, I played a pivotal role in evolving the brand’s creative output—merging pop culture influence with youth-driven fashion. I led the development of trend-forward collections, with a focus on playful storytelling and original character creation. My contributions included:
Brand Development: Helped shape Neff’s creative voice through bold, illustrative design work that connected with its core action sports and lifestyle audience.
Character & Graphic Design: Created original character IPs and illustrations that became signature motifs across product lines—strengthening Neff’s visual identity and market differentiation.
Accessory & Apparel Design: Designed headwear, apparel, and soft goods with custom graphics, embellishments, and trims that reflected seasonal trends and subcultural aesthetics.
Packaging & Merchandising: Developed packaging and in-store display concepts that aligned with campaign narratives and enhanced the shopper experience.
Creative Campaigns: Produced promotional visuals and digital assets that supported product launches and cross-platform storytelling.
This work reflects my strength in building character-led brands and delivering cohesive design systems across categories—from product to packaging to marketing touchpoints.
