Scope

Brand Identity, art Direction, design, copywriting

CLIENT

These concepts represent a collaborative look at how Doublesoul’s brand could evolve. The goal was to build on what’s already working with bold color, playful tone, and confident design, and explore new ways to express that energy through fresh, elevated visuals.

CHALLENGE

The challenge was evolving the brand’s look without losing its spirit. Doublesoul needed imagery that felt distinct and aspirational while staying true to its personality. The task was to use art direction and composition to make socks feel like fashion statements, not basics.

overview

doublesoul

October 2025

Brand Affinity is How Small Wins Big

SINGLE MOST IMPORTANT THOUGHT

People don’t just wear socks. They wear what they feel.

CHALLENGE

Doublesoul must stand out in a market where socks are often treated as an afterthought and priced for utility, not personality.

CONSUMER INSIGHT

I’m more likely to buy from brands that reflect my style and self-expression. When products feel interchangeable, my choice becomes a statement about me.

STRATEGIC APPROACH

Build affinity by creating emotional connections that turn socks from a basic necessity into a way to express identity.

homepage hero

1

Homepage Hero

Above the fold is the opening scene. The hero is the handshake. It’s our first line, our first impression, and it’s what people remember.

Approach

I approached the project by reimagining Doublesoul as a lifestyle brand with design at its core. I concepted and created all of the hero imagery myself, building a world around bold color, texture, and attitude that made the socks feel like fashion statements, not basics. Each image was designed to feel intentional yet effortless — playful compositions, confident lighting, and storytelling details that carried across digital, social, and retail touchpoints. The visual direction leaned into humor, personality, and a sense of movement to give the brand a distinctive, ownable look. The goal was to craft a system that felt elevated but accessible, and to show how thoughtful art direction could turn something as simple as socks into a visual identity worth noticing.

Thank

YOU

More Work

Valentine’s Day

→

doublesoul

→

Black History Month

→

Wanna get in touch?

Email

LinkedIn

Spotify

Instagram

Back To Top

SCOPE

Brand Identity, art Direction, design, copywriting

CLIENT

These concepts represent a collaborative look at how Doublesoul’s brand could evolve. The goal was to build on what’s already working with bold color, playful tone, and confident design, and explore new ways to express that energy through fresh, elevated visuals.

CHALLENGE

The challenge was evolving the brand’s look without losing its spirit. Doublesoul needed imagery that felt distinct and aspirational while staying true to its personality. The task was to use art direction and composition to make socks feel like fashion statements, not basics.

overview

doublesoul

October 2025

Brand Affinity is How Small Wins Big

SINGLE MOST IMPORTANT THOUGHT

People don’t just wear socks. They wear what they feel.

CHALLENGE

Doublesoul must stand out in a market where socks are often treated as an afterthought and priced for utility, not personality.

CONSUMER INSIGHT

I’m more likely to buy from brands that reflect my style and self-expression. When products feel interchangeable, my choice becomes a statement about me.

STRATEGIC APPROACH

Build affinity by creating emotional connections that turn socks from a basic necessity into a way to express identity.

homepage

hero

1

Homepage Hero

Above the fold is the opening scene. The hero is the handshake. It’s our first line, our first impression, and it’s what people remember.

Approach

I approached the project by reimagining Doublesoul as a lifestyle brand with design at its core. I concepted and created all of the hero imagery myself, building a world around bold color, texture, and attitude that made the socks feel like fashion statements, not basics. Each image was designed to feel intentional yet effortless — playful compositions, confident lighting, and storytelling details that carried across digital, social, and retail touchpoints. The visual direction leaned into humor, personality, and a sense of movement to give the brand a distinctive, ownable look. The goal was to craft a system that felt elevated but accessible, and to show how thoughtful art direction could turn something as simple as socks into a visual identity worth noticing.

Thank

YOU

More Work

See Project

→

doublesoul

→

Black History Month

→

Wanna get in touch?

Email

Instagram

LinkedIn

Spotify

Back To Top

SCOPE

Brand Identity, art Direction, design, copywriting

CLIENT

These concepts represent a collaborative look at how Doublesoul’s brand could evolve. The goal was to build on what’s already working with bold color, playful tone, and confident design, and explore new ways to express that energy through fresh, elevated visuals.

CHALLENGE

The challenge was evolving the brand’s look without losing its spirit. Doublesoul needed imagery that felt distinct and aspirational while staying true to its personality. The task was to use art direction and composition to make socks feel like fashion statements, not basics.

overview

doublesoul

October 2025

Brand Affinity is How Small Wins Big

SINGLE MOST IMPORTANT THOUGHT

People don’t just wear socks. They wear what they feel.

CHALLENGE

Doublesoul must stand out in a market where socks are often treated as an afterthought and priced for utility, not personality.

CONSUMER INSIGHT

I’m more likely to buy from brands that reflect my style and self-expression. When products feel interchangeable, my choice becomes a statement about me.

STRATEGIC APPROACH

Build affinity by creating emotional connections that turn socks from a basic necessity into a way to express identity.

homepage

hero

1

doublesoul

October 2025

Homepage Hero

Above the fold is the opening scene. The hero is the handshake. It’s our first line, our first impression, and it’s what people remember.

Approach

I approached the project by reimagining Doublesoul as a lifestyle brand with design at its core. I concepted and created all of the hero imagery myself, building a world around bold color, texture, and attitude that made the socks feel like fashion statements, not basics. Each image was designed to feel intentional yet effortless — playful compositions, confident lighting, and storytelling details that carried across digital, social, and retail touchpoints. The visual direction leaned into humor, personality, and a sense of movement to give the brand a distinctive, ownable look. The goal was to craft a system that felt elevated but accessible, and to show how thoughtful art direction could turn something as simple as socks into a visual identity worth noticing.

Thank

YOU

More Work

Valentine’s Day

→

doublesoul

→

Black History Month

→

Wanna get in touch?

Email

Instagram

LinkedIn

Spotify

Back To Top