VSX

Led the creative direction for the relaunch of VSX, guiding the brand from concept through packaging, identity, and garment marketing. Developed a modern visual language that combined performance innovation with the sensual confidence Victoria’s Secret is known for.

Explored the “X” as a central brand symbol to showcase different facets of individuality and the body, creating a visual expression of strength and style. Established a metallic color palette featuring in silver to reflect power, sophistication, and modern femininity.

Integrated precise linework across branding, packaging, and campaign assets to convey energy and movement. Directed the development of garment marketing featuring micro marks in unexpected placements, merging design aesthetics with technical detail.

Maintained the core appeal of the brand while infusing technology and innovation to position VSX as a leader in performance and style.