The challenge for this project was to create the visual center for Serena Williams’ first LA-based cohort’s footwear and apparel collection. The project required establishing a creative brief and "design language" that could live across premium footwear and lifestyle apparel, authentically representing Serena’s legacy and LA’s cultural tapestry.
The Apparel Graphic Designer and I developed a unified graphic narrative around LA craftsmanship, heavily influenced by hand-done and tedious artistry involved in lowrider vehicles. We integrated cultural and technical cues from Los Angeles—architecture, lowriders and their upholstery, airbrushing, and tactile materials—into the footwear graphic components.
Utilizing strategic design thinking and cross-functional collaboration, ensuring “the dance” between color, graphics, and material was cohesive through intentional graphic placements. Working with 3D, Color, and Material designers, guaranteeing the narratives remained consistent from digital mockup to physical prototype, and from head to toe.