Brand Refresh
Art Direction
Role: Design Director
Designers: Miguel Yatco, Paul Yoon
Creative Director: Colin Tunstall
Producer: Meghan Soh
Photographers: Zak Bush, Benny Horne, 
Slate Studios, Riley Kalbus, Ben Grieme
Styling: Tyler Wray
Hair: Mike Martinez
Saturdays NYC

Saturdays was growing from a small downtown shop into an international lifestyle brand synonymous with high-quality craftsmanship, a minimalist ethos, and classic style. My job was to overhaul the brand to reflect this growth and help support the launch of new product lines and collabs while scaling and managing an internal team of designers.

Refreshing the Brand

In addition to launching a line of haircare and skincare products, we revisited all aspects of the brand experience, from hang tags to coffee cups, shopping bags, and more. Our goal for each aspect of the packaging was to make it feel as unique and special as possible by utilizing distinctive materials and finishes for each item.

Photo Art Direction

Alongside our resident photographer, I helped oversee all aspects of brand photography at Saturdays, from casting to art direction, location scouting, and more. These images supported seasonal lookbooks, catalogs, ecommerce, emails, and social media.

E-comm Redesign

I oversaw the redesign of the e-commerce experience. We started with simpler pages like checkout and shopping cart, then progressed to the homepage, and eventually addressed elements such as global navigation and the footer. Work developed w/ Human NYC.

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