MIDWEAR

project type

Website Design & Campaign Direction

year

2025

role

Design Direction & Web Design

project overview

Midwear is a lifestyle clothing concept exploring the space between everyday wear and visual attitude. The project develops a brand system across identity, art direction, social content, and branded applications, creating a flexible visual language that feels wearable, culture-aware, and distinct.

campaign system

I started by developing a Brand Bible to define Midwear’s positioning, audience, tone, styling direction, and rollout language. This created a shared foundation for how the product would be understood across photo, web, and social.

visual direction

Using the Brand Bible as a guide, the campaign imagery translated Midwear’s positioning into a visual world. Styling, composition, and setting helped make a minimal undergarment feel visible, intentional, and wearable without over-styling it.

event touchpoints

To carry the direction into production, I created a call sheet deck that aligned models and the team around timing, styling references, shoot expectations, and visual intent.

partnership materials

With the product direction and campaign imagery established, the website became the main launch experience. The design combined product education, campaign visuals, and simple navigation to make Midwear easy to understand and shop.

the live event

After the shoot, BTS and social assets extended the launch into more immediate, platform-native moments. The content added movement, intimacy, and process-driven texture while keeping the visual direction consistent across web, photo, and social. Together, the Brand Bible, campaign imagery, call sheet, website, and social content formed a cohesive launch system — moving Midwear from product concept to a clear, wearable, and intentionally introduced brand experience.

social rollout

visual direction

campaign system

The primary campaign assets introduced the full week of programming while giving key headliners their own promotional moments. The system needed to hold a lot of event information without losing the energy, hierarchy, or visual impact expected from a major Miami Music Week lineup.

the live event

The final campaign lived across both digital promotion and the on-site experience, supporting a week of programming during one of the busiest moments in electronic music. Event photography helped capture the scale, atmosphere, and real-world energy the system was built to support.

event touchpoints

The system extended into physical event materials, including wristbands and credentials for staff, artists, and guests. Each piece needed to feel connected to the campaign while still being functional, scannable, and easy to differentiate across event days and access levels.

To carry the direction into production, I created a call sheet deck that aligned models and the team around timing, styling references, shoot expectations, and visual intent.

partnership materials

The campaign language was adapted into sponsorship materials, balancing the energy of the event with a more polished presentation format for brand partners. The deck needed to feel visually connected to the campaign while still supporting clear storytelling, audience insights, and partnership value.

MIAMI MUSIC WEEK

campaign identity

Stack of modern books and magazine with minimalist cover design on leather chair

PINiT

Product Design

Pastel ice cream packaging design with retro typography on pink background

TRACKSTR

Brand Identity

MIDWEAR

MIDWEAR

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