LFM — Brand Creation & Creative Direction for Loungefly Men’s
When I joined Loungefly, I was entrusted with a blank canvas: to conceptualize and build an entirely new men’s line from the ground up. From naming the brand (LFM) to crafting its identity, I developed a creative direction that filled a white space in the market—bringing licensed product design to a more elevated, streetwise aesthetic tailored for male consumers.
Brand Development: Conceived and named LFM, establishing a clear, ownable brand voice and design DNA distinct from core Loungefly.
Creative Direction: Led all facets of brand identity, from logo design to seasonal themes, translating pop culture IPs into minimalist, wearable statements.
Product Innovation: Developed full collections across bags, accessories, and apparel—anchored in thoughtful construction, modern silhouettes, and restrained use of character elements.
Licensor & Retail Buy-In: Successfully pitched the concept to major licensors and retail partners, earning enthusiastic support and opening new distribution opportunities for the company.
Bringing LFM to life stands as one of the proudest moments of my career—transforming an idea into a fully realized brand that resonated with both licensors and consumers alike.
