Year
2024
Client
Bad Son
Category
Campaign
Production Duration
2 Weeks
Brief
Create a retro ad-inspired email system to announce the Oxygen 3 collection, highlight individual garments, and clearly communicate pricing.
The system needed to feel aggressive, tactile, and information-dense while remaining legible across devices.
Approach
Layouts were built around contrast: clean white or black fields paired with dense visual clusters. Cut-out figures, labels, and framing reference industrial manuals and retro tech ads rather than traditional fashion lookbooks. Typography stays restrained and functional, acting as structure rather than decoration.
Visual System
I created a flexible visual system designed to scale across campaigns, combining clear product presentation with collage, texture, and controlled typography. The system maintained a consistent visual language while allowing variation across layouts and formats.
Mailer Direction
Mailers were treated as editorial spreads, organizing product imagery, pricing, and release information through clear hierarchy and spacing. Each layout balanced visual impact with legibility while staying cohesive with the broader campaign system.
Outcome
The Oxygen 3 mailers created a cohesive release system that balanced clarity with experimentation. The visuals supported both brand storytelling and conversion and reinforced Bad Son’s technical aesthetic.