Art Direction, Post-Production, Editorial Design, Print Design, Trend, Brand Positioning, Retail Design, Production, Campaigns, SS24 DITA, 2024
Art Direction
Production
Editorial Design
Print Design
Brand Positioning
Retail Design
Post-Production
Campaigns,
Context
DITA is an Asia-based retail fashion brand aiming to strengthen engagement with professionals aged 28–45. The brand needed to refresh its image while maintaining its established, mature aesthetic.
Strategy
As Art Director, I introduced youthful, modern design elements to re-energize the brand without alienating its core audience. My responsibilities included:-
Developing brand identity and seasonal marketing strategies
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Translating mood boards into lookbooks, campaign visuals, and marketing materials
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Directing photography and editorial concepts to reflect brand values
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Overseeing full creative production from concept to final delivery
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Leading teams of photographers, stylists, and models for seasonal campaigns
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Producing digital and print assets for retail, e-commerce, and social platforms
Solution
The refreshed brand direction successfully connected with the target demographic, improving customer loyalty and driving sales. Visual content was rolled out across all touchpoints—stores, digital platforms, and social media—to create a consistent and engaging brand presence.