JORDAN BRAND
ALL-STAR WEEKEND

ROLE – ASSOCIATE CREATIVE DIRECTOR

Creative direction across the full creative ecosystem for Jordan’s citywide takeover from the Brand House to retail doors to live experiences and beyond. I led the identity, visual system, photoshoots, spatial design, advertising, stunts, and on‑the‑ground execution, ensuring every touchpoint spoke the same language.

The Jordan Brand House functioned as the cultural hub of the weekend, hosting tournaments, dance battles, swap meets, and clinics — designed not as an activation, but as a living system that could flex, scale, and stay human under pressure. The visual system drew from MJ’s Black / Infrared AJVI — bold infrared against deep black — applied holistically across signage, invites, wayfinding, scoreboards, and environment. Blackletter heritage fused with a manipulated Jordan sans, grounded in imperfection, texture, and the raw materiality of LA.

JORDAN BRAND LA RETAIL

The LA marketplace was overhauled through infrared/black design motifs, paired with powerful storytelling from the community itself. Featuring the Jordan Council of Greatness, a group of women driving change across Los Angeles. By continuing to celebrate and serve real Angelenos during All‑Star Weekend, we honored these local heroes, elevating their stories and impact within the LA marketplace.

ASW IDENTITY SYSTEM

We created a centralized visual system to unify every touchpoint, from event information and OOH advertising to signage, wayfinding, scoreboards, invitations, credentials, and everything in between.

The typography expresses a bold collision of old and new, blending LA’s historic blackletter influences with modern sans serifs. The result is a visual language that embraces imperfection, authenticity, and diversity, reflecting the real voices and textures of the community.

The typography expresses a bold collision of old and new, blending LA’s historic blackletter influences with modern sans serifs. The result is a visual language that embraces imperfection, authenticity, and diversity, reflecting the real voices and textures of the community.