GHETTO'S TRYNA KILL ME.

Guided with the objective to honor the album’s legacy while staying true to the FRUITION team’s commitment to authenticity and innovation, I embarked on a creative journey filled with excitement and challenges. My role carefully curating every aspect of the apparel, from material selection to graphic design to creative marketing.

Each decision was made with the intention of striking the perfect balance between homage and originality. Throughout the process, I encountered the privilege of ensuring that the design not only resinated with fans of the album but also appealed to FRUITION’s growing audience. It was essential to craft a design that not only celebrated black culture but also reflected the brand’s values of quality craftsmanship & inclusivity. Available in a range of sizes, it invites wearers to embrace their heritage and express themselves with confidence.

I chose the typefaces and color palettes to embody a sense of thrill and urgency. The back of this design breaks down the track list to the ’94 album along with the other elements, we also ran various social media campaigns while also incorporating this product in FRUITION’s local pop up event. The social media campaign increased conversions by 40% while also bringing in a new audience. Adobe Creative Cloud was used to create these designs.