| CONCEPT PROJECT |
Dirty Sole
Brand Identity • Creative Direction • Campaign Development • Visual World Building
Overview
DIRTY SOLE is a footwear brand built on the idea that confidence should feel playful, expressive, and lived in. Inspired by vintage fashion, bold femininity, and the spontaneity of everyday life, the brand creates statement footwear designed to make people feel more like themselves.
Rooted in vintage fashion imagery, early 2000s culture, and cinematic everyday moments, the brand aesthetic balances polished design with rawness, drawing inspiration from old magazine editorials, film photography, and nostalgia.
For this project, I developed the brand concept and translated it into a visual identity and creative world through art direction, campaign exploration, and editorial storytelling. The goal was to explore how fashion branding can move beyond product and create emotional experiences that feel memorable, expressive, and culturally playful.
Brand Identity
Naming · Brand Identity · Fonts · Visual Narrative
Physical Touchpoints
Packaging Design · Object Design · Experience Design
Campaign Direction
Visual Direction • Content System
Developed the visual identity and campaign world through editorial concepts, social imagery, and magazine-inspired storytelling. Inspired by vintage fashion media and early 2000s culture, the direction explores confidence as something expressive, playful, and lived in rather than polished or perfect.
Email & CRM
Email Design • Digital Experience
Applied the identity across campaign and digital touchpoints to show how the visual world extends beyond imagery into a cohesive brand experience.
Editorial Design
Magazine Concept • Layout Design • Brand Storytelling
Designed an editorial concept to extend the brand world beyond product imagery into a more immersive storytelling format. Inspired by early 2000s fashion magazines and vintage editorials, the publication explores themes of confidence, presence, and self-expression through typography, image sequencing, and campaign narratives.
PR Packaging
PR Packaging • Brand Storytelling
Designed a collectible PR experience inspired by growing up with magazines and the rituals around them. Flipping through pages, taking quizzes, collecting posters, saving favorite looks, and discovering confidence through media.
The concept reimagines traditional magazine formats through the Dirty Sole world, combining campaign imagery with playful editorial moments to celebrate photography, styling, publishing, and fandom culture. More than packaging, the experience turns product discovery into something to read, keep, revisit, and collect.
