CREATIVE DIRECTION • BRAND STRATEGY
vapen
Inherited a logo. Built everything else — visual identity, brand personality, creative team, and campaigns that grew the audience without spending a dollar on ads.
One logo, no direction. I built the full visual world around it — color, type, tone, and the tagline "Honor the Plant."
BRAND IDENTITY
Vapen didn't want to be the soft-lit wellness brand. I pushed it toward something more raw — rebellious, real, energetic.
ART DIRECITION
photography direction
merchandise
Liquid Diamonds was a premium product launch at a higher price point for a different demographic. The challenge was stretching the brand upmarket without losing what made it work.
PRODUCT LAUNCH
The Results
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Revenue growth in the first year after launching the brand identity and visual system
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Growth in social engagement from a full visual and content refresh
MORE WORK