Atelier
Overview
Led the creative direction and brand development of Nom de Guerre, an internationally recognized independent menswear label. Responsible for developing the “Military Chic” look of the brand, shaping its identity across apparel, retail, campaign imagery, media, and communications, and establishing a coherent visual and narrative language across global retail and press.
deliverables:
Creative Direction
Brand Strategy
Styling
Apparel Design & Direction
Press Writing & Copywriting
Challenge
The initial graphic T-shirts and sweatshirts had a strong point of view, but the apparel did not have the edge needed to achieve commercial success. The challenge was to establish a strong, cohesive identity across all aspects of the collection and the brand as a whole.
Approach
Initially, I led the creative direction of the campaigns and the retail and narrative identity. I also designed outerwear for a capsule launch. After a trial run with another designer, I was brought in to develop the apparel design, creating more commercially viable pieces with a decidedly American look. Following the success of the next three collections, I took on the creative direction of the apparel design, guiding the collection in a military-based direction.
The process evolved into two collections each year, each built around a distinctive seasonal idea that connected to an overarching storyline. These seasonal narratives became an additional layer of the brand, continually refreshing the collection while deepening its culture and identity.
Solution
Established an overarching visual direction
Developed seasonal collections with new yet related narratives
Increased commercial viability through design and an identifiable point of view
Outcome
A strong, edgy identity that connected with the audience. Each season added a fresh layer to the brand identity, reinforcing the point of view.
