At HALFANDHALF, I embraced a comprehensive role encompassing design, brand management, creative direction, and much more. As the driving force behind the brand, my responsibilities ranged from conceptualizing the brand identity to hands-on production and marketing.
I began with designing the brand logo which set the tone for the entire brand identity, a cornerstone for all subsequent design work. Following this, I designed the brand’s product line, focusing on unique aesthetics and practicality.
A significant part of my role was the hands-on production of the products. I personally screen printed each item, ensuring a high level of craftsmanship and quality. Sourcing materials was another crucial task, as I meticulously selected fabrics and components that aligned with HALFANDHALF’s standards and values.
I managed the entire process of relabeling, packaging, and shipping, ensuring each product met our high-quality standards and was presented in a way that enhanced the customer experience. Additionally, I developed a custom Shopify theme, creating an online storefront that was not only visually appealing but also user-friendly, perfectly showcasing our products.
Beyond the product creation and online presentation, I directed photo shoots for our lookbooks. These shoots were essential in capturing the style and mood of HALFANDHALF, resulting in compelling visuals that effectively communicated our brand story. My involvement extended to curating photo and video campaigns for our social media platforms, particularly Instagram, where I crafted a narrative that resonated with our audience and showcased our products in a lifestyle context.
In essence, my role at HALFANDHALF was all-encompassing, covering every aspect of the brand from its inception to its presentation to the world. The brand’s success is a testament to the power of a unified vision and the impact of meticulous, hands-on involvement in every facet of the business.