A bold, new fashion brand based here in LA - Lucent Los Angeles - needed a fresh brand voice that felt all-at-once edgy, playful, luxurious, sophisticated, manly, and distinctly Made in LA.

To accomplish this, as inspiration I used aspirational movers and shakers, LA’s coolest places and streets, and only-in-California experiences, from which I could guide all branded communication. I also incorporated an ever-constant, energetic thread that is wholly unique to this city: hope, creativity, wildness, and encouragement to dream big.

While many products are actually quite similar, through an unmistakable brand voice, I set out to make each and every product special, and therefore elevated and worth a purchase. These images capture just some of my many favorite names and descriptions.