As Creative Director, I led this brand from concept to execution — starting with the name WEIRD&OK, a statement meant to champion individuality in all its forms. We wanted “weird” to feel universal, not extreme — something people could see themselves in. That intention guided everything from tone to design. Knowing we were building a luxury streetwear brand with cultural edge, we aimed for a logo that was clean, elevated, and unisex-friendly, with a subtle nod to playfulness that still felt premium — especially for our core audience of creators and style-forward men. But I didn’t stop at apparel. To expand the brand’s creative reach, I introduced the idea of a mascot — a character that could act as both an artistic extension and a collectible product. I led collaboration with five award-winning artists across illustration, 3D, and animation to develop a secondary identity that feels like the brand’s spirit personified. Together, WEIRD&OK became more than clothing — it became a concept that lives through product, story, and art.