AMSW — Brand Art Direction & Visual Identity

A visual direction developed for AMSW, combining premium sportswear with a dark, minimal, and performance-driven aesthetic.

The concept focuses on discipline, intensity, and controlled energy, using cinematic photography, deep blacks, cool blue tones, bold negative space, and minimal typography to create a strong and recognizable visual language.

I developed the art direction across campaign imagery, brand compositions, typography, logo applications, and lifestyle visuals, with the goal of creating a premium identity that can translate across apparel, digital content, packaging, and future collections.

Role: Art Direction · Graphic Design · Brand Identity · Visual Direction · Campaign Design

Tools: Adobe Photoshop · Illustrator

Is this made with AI?

Just wrapped up a new redesign, and I’m really happy with how it turned out. 💻

Can’t wait to share more details and the live site soon...

Sitting on this before the reveal instead of rushing to post it says you're already happy with how it landed, so now I'm curious what part of the redesign you're most excited for people to see once the site goes live.