SS24 DITA, 2024
Art Direction
Production
Editorial Design
Print Design
Retail Design
Post-Production
Campaigns
Challenge
DITA, an Asia-based retail fashion brand, sought to strengthen engagement with professionals aged 28–45. The challenge was to refresh the brand image with youthful, modern design elements while still preserving its mature, established aesthetic and avoiding alienation of its loyal core audience.
Solution
As Art Director, I led a strategic creative refresh that re-energized the brand and built stronger connections with its target demographic. This included:
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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.
The refreshed direction successfully strengthened customer engagement, improved loyalty, and boosted sales. Unified visual content was rolled out across stores, digital platforms, and social media, creating a consistent and compelling brand presence.