I wanted SANA to feel like the pulse of Detroit by bridging the grit of sport with the culture of streetwear and modern luxury. The creative direction centered on storytelling through community, fanfare, and exclusivity Each collaboration lived in its own identity but shared a visual system built around timeless typography, rich color and cinematic texture. From initial concept through production, I oversaw design, campaign planning, and all final creative to ensure the work carried one consistent voice and reached its audience effectively.

I led art direction from the design of the garment to the execution of marketing materials. SANA’s brand is centered around loud graphics, oversized pieces, and Detroit design heritage, and I ensured that these principles guided the execution of our art across digital and physical spaces.

SANA had thrived off of breathing new life into the spaces that Detroiters new the best: their beloved sports teams. I partnered us with athletes, influencers, and notable local figures to expand into new and formerly undeveloped consumer bases. I created strategies for rollouts that generated hype, millions of impressions, and most importantly, sell out collections.

I led the creative for SANA’s in-person activations across stadiums, arenas, malls, and other local venues. I developed the full look and feel of each experience from signage and layout to lighting, styling, and crowd flow. These events became cultural moments. Lines wrapped around the block, fans waited for hours, customers even brought grills to keep themselves fed and busy. Collections sold out before doors closed, every time. Every activation was built to feel premium, community-driven, and true to the city of Detroit.

For the SANA Golf Collection, I designed the full capsule from concept through production. The goal was to blend performance and style into something that took SANA’s visual language and extended it into a new horizon. I oversaw fabric selection, color palette development, pattern making, and manufacturer relationships to ensure the pieces looked just as strong on the course as they did in a lifestyle context. The collection sold out completely within hours of launch both in-person and online.

Led photography direction and capture for every campaign, creating editorial imagery that spearheaded a now-booming streetwear culture in Detroit.

I directed and oversaw all moving content for SANA, from campaign films to quick-turn social assets with a focus on virality and reach.