Work: Currently a Design Manager at Meta.
Education: Currently a Ph.D. student in Design at Carnegie Mellon University. I earned a Master's in Strategic Design & Management from Parsons School of Design. I also earned a BS in Entrepreneurship and a BA in International Studies from the University of Utah.
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How might we raise brand awareness through snapback history to highlight creativity in the brand message?
Propel local artists in communities to: collaborate, bring about creative pieces of interventions, and showcase their own unique, creative individual expression.
Delivered brand lifestyle campaigns that promoted individual artists. From this, we saw an increase in brand awareness across two continents, thereby improving sales across all sales channels.
October 2017 - February 2018
The Snapback Campaign involved forming a community of unique artists who seek to maximize their creative goals by lifting and supporting each other. Artists across the globe offer unique perspectives. The Interchangeable Snapback Campaign reached communities of unique hip-hop artists and collaborated with them, helping them realize their radical and creative goals. Artists formed collaborated in a free-flowing, spontaneous process, promoting the Snapback Watch and celebrating their uniqueness.
USA - New York City
USA - Los Angeles
Belgium - Brussels
The United Kingdom - London
Sweden - Stockholm
The Interchangeable Snapback Watch embodies radical, creative thinking. The team sought out unique hip-hop artists in different parts of the world, all united by their intense passion and their belief in creative individual expression. We offered the artists a platform to promote their work and places where they can express their passions. In this case study, I highlight every contributor and celebrate their unique expression.
The Interchangeable Snapback Watch embodies radical, creative thinking. The team sought out unique hip-hop artists in different parts of the world, all united by their intense passion and their belief in creative individual expression. We offered the artists a platform to promote their work and places where they can express their passions. In this case study, I highlight every contributor and celebrate their unique expression.
The Interchangeable Snapback Watch embodies radical, creative thinking. The team sought out unique hip-hop artists in different parts of the world, all united by their intense passion and their belief in creative individual expression. We offered the artists a platform to promote their work and places where they can express their passions. In this case study, I highlight every contributor and celebrate their unique expression.
The movement represents opportunity, expression, and revolution. Rather than follow a director, artists in LA, London, Stockholm, Brussels, and NYC selected their outfits and props before interacting with the camera. Sunny skies and intense colors ignited the artists’ raw ingenuity, bringing it to life within the frame.
Luku Snapback Watch: Be Unique, Be You
Instantly recognizable yet endlessly customizable, the watch immediately sets you apart and leaves endless space to make your mark.
Luku Snapback Watch: Be Unique, Be You
The Snapback Watch echoes New York City’s history with snapback hats. From the invention of the snapback fastener, New York Artists like Mobb Deep wore hats representing their neighborhoods, such as Brooklyn and Queens. Sports teams in New York also followed the trend, with players selecting snapback hats. Everyone began wearing and collecting snapbacks as a symbol of style and authenticity.
The snapback hat design originated in the 1990s in large, urban cities like Los Angeles, becoming adopted as an urban symbol of soul and artistry. Not only did snapback hats accentuate urban styles; they became a fashion accessory for all types of people from all walks of life in Los Angeles. For these LA artists, The Snapback Watch subtly gestures toward that rich history.
The snapback hat design originated in the 1990s in large, urban cities like Los Angeles, becoming adopted as an urban symbol of soul and artistry. Not only did snapback hats accentuate urban styles; they became a fashion accessory for all types of people from all walks of life in Los Angeles. For these LA artists, The Snapback Watch subtly gestures toward that rich history.
The snapback hat design originated in the 1990s in large, urban cities like Los Angeles, becoming adopted as an urban symbol of soul and artistry. Not only did snapback hats accentuate urban styles; they became a fashion accessory for all types of people from all walks of life in Los Angeles. For these LA artists, The Snapback Watch subtly gestures toward that rich history.
The raw talents in Los Angeles and its history with the snap-back made it a top target for talents and an essential part of our branding process.
London has long been the stomping ground for big-beat hip-hop. The world’s largest rap battle was established here in 2008. Since then, the scene has centered on making lyrical voices heard. London’s love for raw authenticity in rap and hip-hop talent makes it an ideal place to express The Snapback watch’s brand image.
London has long been the stomping ground for big-beat hip-hop. The world’s largest rap battle was established here in 2008. Since then, the scene has centered on making lyrical voices heard. London’s love for raw authenticity in rap and hip-hop talent makes it an ideal place to express The Snapback watch’s brand image.
London has long been the stomping ground for big-beat hip-hop. The world’s largest rap battle was established here in 2008. Since then, the scene has centered on making lyrical voices heard. London’s love for raw authenticity in rap and hip-hop talent makes it an ideal place to express The Snapback watch’s brand image.
In Belgium, a multilingual country of growing diversity, hip-hop is becoming a common language. Hip-hop allows artists to express their individual, unique identities while at the same time drawing different communities closer together. In Brussels, celebrating diverse differences through music has ultimately formed one complex, yet united community: exactly the type of expression Luku Watches celebrates.
In Belgium, a multilingual country of growing diversity, hip-hop is becoming a common language. Hip-hop allows artists to express their individual, unique identities while at the same time drawing different communities closer together. In Brussels, celebrating diverse differences through music has ultimately formed one complex, yet united community: exactly the type of expression Luku Watches celebrates.
In Belgium, a multilingual country of growing diversity, hip-hop is becoming a common language. Hip-hop allows artists to express their individual, unique identities while at the same time drawing different communities closer together. In Brussels, celebrating diverse differences through music has ultimately formed one complex, yet united community: exactly the type of expression Luku Watches celebrates.
Sweden’s largest city, Stockholm, is known for its multiculturalism. Its hip-hop is as complex as the city, fusing genres such as grime and neo-soul. Stockholm is a hotbed of creativity, drawing beat-heads seeking something different. Luku Watches celebrates its artists, who draw on many influences to create new, colorful soundscapes reflected by the photographs.
Sweden’s largest city, Stockholm, is known for its multiculturalism. Its hip-hop is as complex as the city, fusing genres such as grime and neo-soul. Stockholm is a hotbed of creativity, drawing beat-heads seeking something different. Luku Watches celebrates its artists, who draw on many influences to create new, colorful soundscapes reflected by the photographs.
Sweden’s largest city, Stockholm, is known for its multiculturalism. Its hip-hop is as complex as the city, fusing genres such as grime and neo-soul. Stockholm is a hotbed of creativity, drawing beat-heads seeking something different. Luku Watches celebrates its artists, who draw on many influences to create new, colorful soundscapes reflected by the photographs.
Whether drawing together communities divided by differences or inspiring young, creative fans to pursue their avenues of expression, the artists in the Snapback Campaign already impact their communities. Through the ingenuity of the bands, the Snapback Watch is another way for these artists to uniquely own who they are, and to affect and inspire those around them.
