Creative Director & Design Lead
I transform consumer insight into product concepts, creative platforms, and brand experiences that drive business growth.
PUMA BASKETBALL
MB.03 - GRAPHICS
FW 23 & 24
Category: LaMelo / Basketball Inline Graphics
Overview
As a contract apparel graphic designer supporting Puma Basketball, I partnered with the team to develop graphics for the MB.03 launch calendar. Working within Puma Basketball's creative direction, I translated LaMelo Ball's personality, milestones, and cultural influences into apparel collections that extended the story of each footwear release.MB.03 - Colorways
The Collections & Timeline
- LaFrance Collection: Released October 23, 2023 Inspired by LaMelo's tattoos and the "Rare" tagline. Focused on bold linework and symbolic iconography.
- Chino Hills: Released November 23, 2023 A tribute to LaMelo’s legendary 92-point high school game at Chino Hills. The design direction drew from Chrome Hearts, blending gothic typography with premium streetwear aesthetics.
- Blue Hive: Released February 23, 2024 Based on the phrase “Not from here,” describing LaMelo’s unique style of play. Inspired by vintage concert tees, the “Mystic Mayhem” artwork captured energy and edge.
Creative Approach
- Translated LaMelo’s personal stories (tattoos, milestones, and style of play) into graphic narratives.
- Developed complete apparel graphic collections aligned to each sneaker release.
- Blended influences from luxury streetwear and vintage music merchandise to create graphics with cultural resonance.
Impact
The apparel collections extended the MB.03 story beyond footwear by creating additional consumer touchpoints through graphics inspired by LaMelo's identity, milestones, and style.Key Highlights
- Three distinct apparel graphic collections tied to sneaker launches.
- Inspiration directly connected to LaMelo’s personal brand and story.
- Timeline of releases: October 23, November 23, February 23.
- Visual direction blended Chrome Hearts aesthetics with vintage concert graphic style.
PUMA BASKETBALL
IN-LINE & CHINA
FW 23 & 24
Contribution: Apparel Graphics, Collection Storytelling, Graphic Systems, Illustration
Overview
As a contract designer supporting Puma Basketball, I developed apparel graphics for inline collections and regional SMU programs. Working within Puma Basketball's creative direction, I created commercial graphics that balanced athlete storytelling, basketball culture, and everyday lifestyle appeal across multiple consumer markets.Collection Highlights
- LaMelo Inline Tees (China SMU, Q3 2023):
- Logo-based graphics using jersey-inspired fades and hexagon patterns.
- A cartoon style illustration of LaMelo performing his iconic between-the-legs pass.
- Inline Basketball Graphics (Non-LaMelo):
- Designed a series of general basketball lifestyle tees without player branding.
- Graphics leaned into bold typography, performance inspired patterns, and Puma Basketball identity cues.
- Designed a series of general basketball lifestyle tees without player branding.
- Inline B-Ball Graphics (UK SMU, Q3 2023):
- Designed a series of general basketball lifestyle Graphic inspired by Tarot Cards
- illustration of Tarot Cards showcasing key skill in basketball.
Creative Approach
Developed graphics that translated basketball culture into commercially relevant apparel through illustration, typography, and storytelling.
Impact
These collections extended Puma Basketball's visual language beyond signature athlete launches by creating apparel graphics for both player-driven and commercial product lines. The work demonstrated versatility across illustration, typography, logo systems, and market-specific storytelling.Key Highlights
- Designed graphics across signature athlete, inline, and regional SMU collections.
- Developed illustration, typography, and logo systems for multiple consumer audiences.
- Balanced commercial sell-through needs with Puma Basketball's creative direction.
PUMA BASKETBALL
DYLAN - GRAPHICS
FW 23 & 24
Category: Sportswear / Basketball Mascot Graphics
Overview
As a contract Apparel Graphic Designer supporting Puma Basketball, I developed apparel graphics based on the creative direction provided by the Puma Basketball team. My role was to translate established themes into commercially viable graphics across multiple product expressions while maintaining the visual identity of each collection.Creative Execution
- Executed a retro-inspired apparel graphic direction centered around Dylan as a vintage sports mascot. Developed apparel graphics using exaggerated illustration, dimensional typography, and heritage-inspired messaging. Applied the creative direction consistently across multiple product styles.
- Developed apparel graphics for a cereal-box inspired concept provided by the Puma Basketball team, translating the direction into a cohesive collection across multiple product styles.
Impact
By exploring two different creative lenses, the Dylan project showed how a brand mascot could become more than a logo a cultural character. The caricature approach tied Puma to retro basketball heritage, while the cereal parody expanded its lifestyle presence with humor and relatability.Key Highlights
- Developed two creative directions: Caricature Dylan and Cereal Dylan.
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Referenced retro sportswear, vintage caricature tees, and nostalgic cereal branding.
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Created a mascot system flexible enough to span heritage, humor, and lifestyle storytelling.