MUSIC. CULTURE. STYLE.

AFTER DARK was one of those fantastic projects that we had a blast working on but which unfortunately never got off the ground.

The challenge was to create a cool menswear brand to fill the white space in Macy’s. A lifestyle brand for the man who loves life. The vibe was directional, those guys who set the trends without even trying. With a focus on the hispanic community, the brand was aligned with musical artist Pitbull.

We envisioned who this man was and created the vibrant world in which he lived. I crafted the spirit of this world - the manifesto, positioning, psychographics, and brand expression.

Here is the video sizzle and the brand book.