OPPORTUNITY.
PROUDLY was created with Gabrielle Union and Dwyane Wade to celebrate babies with melanin-rich skin while providing products designed specifically for their needs. As the brand expanded beyond skincare, the opportunity was to create a visual identity that could grow with it and felt premium enough for modern parents while capturing the curiosity, warmth, and wonder of childhood.

IMPACT.
As Creative Director, I led the brand identity, illustration, packaging, and creative direction across the expanding product portfolio, including skincare, haircare, wipes, gift sets, apparel, and retail displays. The result was a cohesive brand system that transformed PROUDLY from a skincare line into a broader lifestyle brand, supporting its expansion into apparel through an exclusive retail partnership with JCPenney.

ROLE.
Creative Direction · Brand Development · Brand Identity · Visual Identity System · Illustration · Packaging Design · Art Direction · Retail Design · Apparel Graphics

Created while serving as VP, Creative Director at A-Frame Brands.