ETIQ

ETIQ

2025

ART DIRECTION AND CREATIVE PRODUCTION

CONCEPTUALIZED AND PRODUCED ETIQ’S LAUNCH CAMPAIGN FILM, CRAFTING A “DAY IN THE LIFE” NARRATIVE OF THE MODERN INDIAN WOMAN IN NEW YORK CITY THAT JUXTAPOSED CULTURAL HERITAGE WITH A CONTEMPORARY CITY-GIRL AESTHETIC. LED THE PROJECT END-TO-END, FROM CREATIVE IDEATION AND STORYTELLING TO CASTING, STYLING, VENDOR SOURCING, PRODUCTION, AND CREATIVE EXECUTION.

ART DIRECTED AND DESIGNED A SERIES OF BRAND ASSETS SPANNING PRINT, EDITORIAL, AND MARKETING COLLATERAL. I CREATED THE PIÈCE UNIQUE PASSPORT, A BESPOKE BOOKLET INCLUDED WITH EVERY CUSTOM ORDER THAT TELLS THE STORY OF ETIQ WHILE DOCUMENTING THE DETAILS OF EACH ONE-OF-A-KIND GARMENT, REINFORCING THE PERSONAL CONNECTION BETWEEN THE CLIENT AND THEIR PIECE. I ALSO DESIGNED A COLLECTION OF EDITORIAL BOOKS FOR DISPLAY THROUGHOUT THE STORE, TRANSLATING THE BRAND'S IDENTITY INTO IMMERSIVE PRINTED PUBLICATIONS. BEYOND PRINT, I DEVELOPED A COMPREHENSIVE LIBRARY OF BRANDED ASSETS FOR SOCIAL MEDIA AND SPECIAL MARKETING INITIATIVES, PROVIDING A COHESIVE VISUAL SYSTEM THAT COULD BE ADAPTED ACROSS CAMPAIGNS WHILE MAINTAINING A CONSISTENT AND ELEVATED BRAND PRESENCE.