Writer's Perspective
The "Writer's Perspective" is a visual documentation of my childhood writings. I recreated the feelings visually using a palate mix of orange white, grey and black. Orange and white represent the happy memories while grey and back account for the sad ones. The project is a mix of non-face portraits and object photography.
Branding & Art Direction
Go-to sneaker brand for all-day comfort
Redefining how a footwear brand talks about comfort through user research, brand identity, and campaigns built to connect.
Redefining how a footwear brand talks about comfort : through user research, brand identity, and campaigns built to connect.
User Research
Understanding who wears Flatheads from office goers to entrepreneurs to shape a brand that actually fits their day.
Brand Identity
Logo, colour palette, and typography built around the Everyman archetype comfort and simplicity, without the extravagance.
Campaigns & Ads
Lifestyle photoshoots and performance marketing that brought the brand identity to life across channels.
User Research
We studied Flatheads' core audience — office goers, students, and young entrepreneurs aged 18-35 to understand their daily routines and preferences, shaping sharper, more targeted performance ad segmentation. This research also pointed us toward the Everyman as Flatheads' brand archetype - humble, authentic, and simple, celebrating everyday life over extravagance.
Brand Identity
Working with Opposite HQ, we translated the Everyman archetype into Flatheads' visual identity- a logo, color palette, and typography built to feel approachable, honest, and effortless, mirroring the comfort the brand promises in every shoe.
Art Direction & Campaigns
With the brand identity in place, we brought Flatheads to life through two distinct campaign shoots — each built around a different creative lens, but both rooted in the same idea: comfort, taken seriously enough to have fun with.
Ridiculously Comfortable
When it comes to our super sleek, 2-mile shoes, there's nothing else to discuss but comfort. Whether it's taking a bite of your favourite comfort food or crawling into bed after a long day, that feeling of comfort is one everyone comes running back to. For this campaign with our Troos range, we built a one-of-a-kind, absurd narrative to bring our idea of "ridiculousness" to life.
Lighter than Air
If you thought it couldn't get better than our ridiculously comfortable sneakers, we had more in store. We designed a lighter, more breathable, showstopping piece called Luft - an all-day sneaker that's easy to slip on, supremely breathable, and gorgeous to look at. For this shoot, we leaned into exaggeration, overstating the shoe's standout features and building a little drama around them to make the comfort feel larger than life.
Performance Ads Campaigns
Beyond the campaign shoots, we extended Flatheads' brand identity into performance marketing — designing ads and emailers built to convert, while staying true to the same comfort-first, everyday tone.
Emailer Strategy
Emailers covered the full customer journey- product launches, seasonal sales, and lifecycle touchpoints, all carrying Flatheads' comfort-first voice from first welcome to next purchase.
Business Impact
The Ridiculously Comfortable and Lighter than Air campaigns gave Flatheads a distinct, recognizable voice in a crowded footwear market one built entirely around comfort, told with personality instead of the usual product-first approach. The work extended smoothly across brand shoots, performance ads, and emailers, giving the team a consistent creative language to build on. Beyond the campaigns themselves, the process left Flatheads with a reusable brand and marketing framework - from persona-led targeting to a defined visual identity that could inform every future launch.