Role: Chief Product Officer, Creative Director, Lead Designer, Lead Photographer
The Challenge
J. Goldin needed more than just products — it needed a full brand identity and creative direction that could compete at the luxury level, while differentiating itself from heritage players.
The Process
Brand Identity: Defined the brand’s mission, vision, values, logo, color palette, and style guide, establishing the DNA that carried across every touchpoint.
Packaging & Collateral: Designed packaging, catalogs, and supporting materials that conveyed a luxury feel with attention to detail.
Website: Oversaw website design and development, ensuring it reflected the high-end positioning.
Photography: Personally shot and retouched the entire product line, establishing a consistent, elevated visual style.
Graphic Design: Personally designed all of the Instagram posts and creative content for the brand for its first year.
Campaign Direction: Directed the brand’s first creative campaign, “City of Muses,” serving as both lead photographer and creative director. The campaign spotlighted Atlanta’s underground artist community, positioning J. Goldin as a brand rooted in culture as well as luxury.
Team Direction: Directed a small team of photographers and retouchers, ensuring all content matched the brand’s aesthetic standards.
Outcome
Through creative direction and brand building, I helped establish J. Goldin from the ground up as a luxury fashion label with a clear identity. From its packaging to its campaigns, every detail reinforced the brand’s positioning as both avant-garde and timeless, with strong cultural resonance.