Will Lane — Collection 2.0

Creative Direction — Campaign — E-Commerce — Digital — Brand Evolution

Evolved the brand's visual identity through a vibrant campaign that celebrated color, movement, and individuality while building on the foundation established at launch.

Overview

Following the successful launch of Will Lane, the second collection expanded the brand's visual language through a more expressive creative direction. While preserving the confident, minimalist foundation of the original campaign, the new collection embraced color as a storytelling device, bringing renewed energy to the brand across digital, e-commerce, and editorial touchpoints.

Challenge

Introduce a new collection without redefining the brand. The campaign needed to evolve the existing identity while creating a distinct visual narrative that highlighted the collection's expanded color palette and reinforced the brand's message of confidence and empowerment.

Creative Concept

Where the launch campaign established Will Lane through bold black-and-white imagery, the second collection celebrated color as both a product feature and a storytelling tool. Clean compositions, expressive styling, and intentional color relationships created a more playful visual language while preserving the confidence and sophistication that defined the brand from the beginning.

Role

Creative Direction — Art Direction — Campaign Concept — Casting — Styling — Creative Production — Website Design

Selected Deliverables

Campaign Photography — E-Commerce — Website Design — Product Laydowns — Digital Marketing — Collection Launch Assets

Outcome

Successfully evolved the brand's visual identity while maintaining consistency across every customer touchpoint, demonstrating a flexible creative system capable of growing with future collections.

↓

Will Lane — Brand Launch

Brand Strategy — Creative Direction — Campaign — E-Commerce — Digital

Developed the brand's launch identity, introducing a visual world rooted in female empowerment through campaign direction, e-commerce, and digital storytelling.

Overview

Will Lane launched with a vision to redefine activewear through strength, confidence, and contemporary design. Working closely with the founder, I established the brand's creative foundation by developing its visual identity, first campaign, e-commerce experience, and launch materials, creating a cohesive brand that balanced performance with elevated fashion.

Challenge

Create a distinctive brand identity that could position a new activewear label within a highly competitive market while expressing its core values of strength, authenticity, and empowerment. Every customer touchpoint—from campaign imagery to digital commerce—needed to communicate a consistent point of view from day one.

Creative Concept

Inspired by New York City's intersection of fashion, movement, and urban energy, the creative direction celebrated female confidence through restrained styling, strong silhouettes, and purposeful composition. Rather than relying on traditional fitness imagery, the campaign presented strength as an attitude—creating a modern visual identity that felt both aspirational and authentic.

Role

Brand Strategy — Creative Direction — Art Direction — Campaign Concept — Casting — Styling — Creative Production — Website Design

Selected Deliverables

Brand Identity — Campaign Photography — E-Commerce — Website Design — Product Laydowns — Lookbook — Launch Assets — Digital Marketing

Outcome

Established the brand's visual identity through an integrated launch system spanning campaign imagery, e-commerce, editorial, and digital experiences, creating a cohesive foundation for future collections and brand growth.