MAYBE IF IT WAS ME
DIGITAL & DESIGN STRATEGY
CONCEPTUAL COLLABORATION, VISUAL DESIGN, FINAL FORM
RESEARCH
STRATEGY
DESIGN
VISUAL DIRECTION
PROJECT DELIVERY
MAYBE IF IT WAS ME EMERGED DURING A PERIOD OF GLOBAL RECKONING AROUND RACIAL VIOLENCE, ACCOUNTABILITY & JUSTICE.
THE WORK REQUIRED A CULTURAL INFRASTRUCTURE CAPABLE OF TRANSLATING SPOKEN WORD INTO A PUBLIC FORM THAT COULD TRAVEL RESPONSIBLY - PRESERVING MEANING, INVITING PARTICIPATION & ENABLING ACTION WITHOUT INSTITUTIONAL MEDIATION.
CHALLENGE
Translating emotion into action without spectacle or over-explanation.
The project required transforming a spoken word message into a physical form that could move through culture responsibly.
The project needed to:
carry emotional weight without aesthetic excess
provoke reflection without instruction
enable participation without controlling interpretation
While also remaining legible across intimate & high-visibility contexts.
SOLUTION
A restrained visual system designed to travel.
A minimal typographic intervention was developed to function simultaneously as:
message
object
action
Design restraint allowed the message to remain central as it moved through culture - unmediated, adaptable & guided by community circulation, rather than institutional framing.
LET THE MESSAGE
BREATHE.
STRUCTURE, CIRCULATION & PARTICIPATION
Proximity to Movement.
Distribution was treated as a cultural process rather than a promotional one. The project:
launched without paid amplification
relied on trust-based, community-led sharing
circulated without heavy contextual framing
This approach preserved audience agency while allowing the work to move freely across cultural, athletic & social networks
VISUAL DIRECTION
Restraint as Respect.
The visual language was intentionally minimal to foreground meaning over aesthetics.
Design decisions prioritized:
→ typographic clarity over decoration
→ immediacy & recognizability
→ adaptability across everyday environments
Branding was avoided to prevent dilution, allowing the work to be encountered rather than marketed.
OUTCOMES
Cultural reach through organic, high-visibility circulation.
The work demonstrated how a restrained design intervention could move through mainstream cultural systems without paid amplification or institutional sponsorship.
Key outcomes included:
organic circulation across global sports, fashion & cultural ecosystems
amplification by professional athletes during high-visibility public moments
the work being worn by NBA athlete JR Smith during the official launch of the NBA x Louis Vuitton menswear collaboration, the first partnership between the NBA & Louis Vuitton designed under Virgil Abloh’s artistic direction, as he entered the stadium carrying Louis Vuitton-designed Keepall duffel
feature coverage by LeagueFits, a leading platform at the intersection of professional sport & fashion
WHY THIS MATTERS
This visibility occurred without paid partnership or formal brand affiliation, underscoring how cultural literacy, timing & design restraint can allow work to travel at scale while preserving meaning.
SCOPE OF WORK
RESEARCH
Cultural Moment Analysis
Protest-Era Context Review
Trends Analysis
Competitor Review
Best Practice Review
Market Research
Audience Sensitivity Assessment
Precedent Cultural Intervention Review
STRATEGY
Brand Positioning
Brand Architecture Considerations
Audience Context Definition
Ethical Constraint Assessment
Risk & Misinterpretation Analysis
Message Integrity & Dilution Risk Assessment
Intention Definition Under Public Srutiny
DESIGN
Art Direction
Brand Identity Design
Visual System Definition
Typographic Hierarchy & Legibility
Form Design for Public & Wearable Context
High-Visibility Design Optimization
PRODUCTION
Final Design Execution
Material & Format Selection
Production Oversight
Release Timing Coordination
PROJECT MANAGEMENT & DELIVERY
Quality Assurance
Stakeholder Alignment
End-to-End Project Delivery