For Waad Designs, the leading abaya brand in Qatar, we led a strategic brand uplift in close collaboration with founder Waad Ali, a prominent fashion entrepreneur known for shaping contemporary modest wear in the region.

The project focused on strengthening brand clarity and elevating perception across touchpoints, while extending the brand into a new lifestyle concept with the launch of Waad Cafe. From initial concept to execution, we developed the visual system, spatial experience, and all brand applications for the pop-up, ensuring full alignment with Waad Designs’ evolving retail environment and new store formats.

​

Scope of work:

• Strategic brand uplift and positioning refinement

• Visual system development and brand alignment

• Concept development for Waad Cafe

• Pop-up experience and spatial brand direction

• Design of all brand and physical applications

• Alignment with new Waad Designs store concepts

For the London-based brand Hawaa, a modern modest clothing label, we led a strategic rebrand in preparation for its expansion into the US market. While the brand had built strong community traction, its perception was inconsistent across key touchpoints, limiting its ability to fully translate visibility into authority. Our objective was to elevate Hawaa’s positioning by adding clarity, depth, and status, aligning its narrative, visual identity, and product details to support a more cohesive and mature presence as the brand enters its next stage of growth.

​

Scope of work:

• Brand diagnosis and competitive analysis

• Brand narrative and positioning refinement

• Visual identity refinement

• Tags and labels redesign

• Campaign and communication guidelines

For Chō, a contemporary fashion and lifestyle brand defined by understated luxury and a minimalist approach to everyday dressing, we collaborated on the design and technical development of a loungewear collection.

Our role focused on translating creative concepts into production-ready garments, ensuring that design intent, fit, and construction were clearly communicated through precise technical documentation. The result was a collection system aligned with Chō’s refined aesthetic and prepared for manufacturing efficiency.

​

Scope of work:

• Apparel collection design with vegan silk: Cupro

• Technical design and tech sheet development

• Production-ready documentation and specifications

For Kayl The Label, an influencer-led fashion brand based in Houston, we led a full rebrand and naming process to support the evolution of both the brand and its founder. As the project marked a new chapter beyond the founder’s previous boutique, Lilly’s Kloset, the focus was on defining a clearer positioning and long-term brand narrative.

The work aligned strategy, storytelling, and visual direction to create a cohesive identity system that could grow alongside the founder’s personal platform and business ambitions.

Scope of work:

• Brand naming

• Strategic narrative and positioning

• Art direction

• Brand foundations and identity framework

For Karmawaga, a nonprofit organization focused on supporting communities affected by natural disasters and improving access to education, we designed and developed a complete merchandise collection aligned with the brand’s social and environmental values.

The collection was produced in Peru using sustainable materials—including GOTS-certified organic cotton and recycled polyester—and manufactured to international standards. With over 10 styles, the line was distributed across the US and Japan, translating purpose-driven impact into high-quality, commercially viable products.

Scope of work:

• Collection concept and design

• Sustainable material sourcing

• Technical design and tech sheet development

• Sample management

• Quality control and production follow-up

For Beyond The Pines, an independent fashion and culture magazine known for its print-led, contemporary storytelling, we worked closely with founder Mat Abad to design, source, and develop an 80-piece woven apparel collection produced in Peru using Peruvian cotton.

The project was developed in collaboration with a social impact program supporting women within the Peruvian prison system, translating editorial vision into a production-ready, ethically grounded collection. The garments were produced and shipped internationally to Japan and Los Angeles, meeting global quality and delivery standards.

​

Scope of work:

• Collection design and creative direction

• Fabric sourcing and material development

• Technical design and tech sheet development

• Protypes management

• Workshop coordination and production oversight

• International logistics and shipment coordination

For Bsoul, an activewear and wellness brand with regional presence across Peru, Colombia, Chile, and Uruguay, we partnered with the in-house commercial and marketing team to lead the strategic digital positioning for the Peruvian market.

The project focused on defining a localized strategy following the brand’s market entry in 2023, aligning creative direction, collaborations, and content planning with commercial objectives and long-term brand growth.

​

Scope of work:

• Digital and brand strategy for Peru

• Art direction

• Strategic collaborations and drops

• Calendar planning

• Influencer and creator relations

For RKF (Rockford), a Latin American fashion brand with over 30 years in the market and presence across Peru, Colombia, Chile, and Uruguay, we collaborated on the development of graphic T-shirt designs that have become recurring best-sellers for the brand.

Starting from illustration and concept development through to production execution, the project has been an ongoing collaboration since Winter 2023, supporting seasonal drops while maintaining consistency within the brand’s visual language.

​

Scope of work:

• Illustration and print concept development

• Technical design and tech sheets

• Print strike-offs and approvals

• Sample management

For Jemma Khan Studio, the London-based luxury florist and experience design studio renowned for its refined, nature-led installations, we led a rebranding and narrative development process to elevate and clarify the studio’s positioning within the high-end events and weddings space.

The work focused on articulating a distinctive brand story that reflects the studio’s craftsmanship, emotional sensibility, and experiential approach, translating its visual language and creative philosophy into a cohesive narrative system aligned with its luxury clientele.

​

Scope of work:

• Brand rebranding

• Strategic brand narrative and storytelling

• Positioning for luxury experiences and bespoke services

For Punta World, a lifestyle apparel brand built around expressive, everyday wear, we led a Brand Direction Program to bring clarity and structure across both brand and launch collection.

The work focused on aligning strategic brand identity with tangible product execution. From defining the brand’s direction and visual foundations to shaping its apparel collections, we translated creative intent into production-ready systems, ensuring consistency from concept to development.

​

Scope of work:

• Strategic brand direction and identity alignment

• Visual foundations and Art Direction

• Collection design and style planning

• Technical design and tech sheet development