Year
2025
Client
Minted New York
Category
Campaign
Production Duration
2 Weeks
Brief
Minted New York needed a cohesive visual direction to introduce the FW25 collection across campaign imagery and promotional assets. The goal was to highlight individual garments while maintaining a consistent, elevated brand language.
Approach
Each image was treated as part of a modular editorial system rather than a standalone composition. Layouts relied on negative space and layered collage, tied together through cohesive photography and visual direction.
Visual Direction
The imagery blends clean framing with imperfect textures to create tension between structure and softness. I used elements such as graphing paper to tie into the visual story behind the collection. Editorial pacing was prioritized, allowing the collection to unfold gradually across formats.
Campaign
Assets were designed to scale across platforms, from hero visuals to supporting promotional layouts. The system allowed variation while preserving a consistent tone and visual identity.
Outcome
The final system delivered a flexible campaign language that elevated the FW25 collection while maintaining clarity, cohesion, and brand consistency across all assets.