Home & Away Jersey Suite
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Merchandise Collection
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Technical Apparel Spec
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Custom Masthead Typography
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Lookbook Art Direction
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Campaign Key Visuals
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Landing Page UI Design
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Digital & Social Collateral
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Home & Away Jersey Suite ✳︎ Merchandise Collection ✳︎ Technical Apparel Spec ✳︎ Custom Masthead Typography ✳︎ Lookbook Art Direction ✳︎ Campaign Key Visuals ✳︎ Landing Page UI Design ✳︎ Digital & Social Collateral ✳︎
FROM US tO THE WORLD
Merging classic football kit heritage with contemporary streetwear aesthetics. By pairing high-performance technical textiles with tailored graphic details, the ZUS OG Kit bridges pitch-side athletic apparel and everyday lifestyle wear, delivering a versatile ‘Home & Away’ narrative across apparel, stationery, and digital campaign touchpoints.
Official lookbook
Shot by Apiz
THE CONCEPT
Complete creative direction, product design, technical apparel development, and multi-channel campaign strategy for the ZUS OG Kit collection. Built around dual "Home" and "Away" kit concepts, the project encompasses extensive design exploration (20+ product iterations), hands-on manufacturer collaboration for custom fabric and thread selection, lookbook photography art direction, custom masthead typography, and digital landing page UI/UX.
From 20+ design iterations and hands-on factory thread selection to lookbook art direction and digital e-commerce UI.
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Explored over 20 distinct design concepts before locking in the dual Home & Away aesthetic. Worked directly with apparel manufacturers on-site to hand-select thread colors, fabric weights, and print finishes.
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Extended the core Home & Away visual motifs beyond jerseys into everyday lifestyle essentials, including technical jacquard crew socks and a premium PU leather hardcover journal.
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Set the visual direction for the promotional lookbook shoot and designed the campaign's digital front door—ensuring high visual engagement and smooth checkout conversion.
MERCH DEVELOPMENT
Developed the Home & Away jersey concepts from initial sketches through to final factory specs. After evaluating 20+ design directions, the final two iterations were selected for production. I met directly with manufacturers to hand-pick thread colors, verify sublimation print accuracy, and test fabric drapes, while extending the design system into technical crew socks and custom stationery.
THE oversized JERSEY
DUALITY & STREETWEAR HERITAGE
The core concept explores the split identity of modern football heritage—balancing the high-energy, high-contrast aesthetic of matchday apparel with the subtle refinement of off-pitch streetwear.
The Home Kit utilizes high-saturation blue gradient paneling to capture raw stadium energy, while the Away Kit shifts into a refined black-and-gold pinstripe motif for an understated lifestyle look. The dynamic motion-blur ZUS chest print bridges both worlds, symbolizing constant movement and high performance.
THE crew SOCKS
FUNCTIONAL ATHLEISURE ATTIRE
Designed to anchor the entire kit from the ground up, the socks translate the jersey's "Home & Away" visual motifs into clean, functional footwear accessories.
One variation echoes the vibrant blue dip-dye gradient of the Home jersey, while the second mirrors the crisp pinstripe banding of the Away kit. Built with engineered arch support and high-density jacquard graphics, they bridge technical athletic performance with daily street style.
THE OFF-PITCH JOURNAL
TACTILE PLAYBOOK ARCHIVE
The journal acts as the tangible, off-pitch archive for the entire OG Kit collection—a place to draft plays, ideas, and daily thoughts.
To make the stationery feel like an organic extension of the apparel line rather than an afterthought, the cover features a split-duality execution matching the jersey fabrics: a metallic-sheen blue gradient paired with rich black gold-pinstripe textures, bound in scratch-resistant PU leather..
CREATIVE DIRECTION
Conceptualized and art-directed the official campaign lookbook shoot. Set the creative direction for lighting, model styling, and set framing—capturing the bold, high-contrast energy of the "Home" jersey alongside the subtle, refined details of the "Away" kit.
landing page design
Designed the interactive landing page architecture to deliver an immersive shopping journey. The layout balances high-impact lookbook imagery with clear technical product callouts, guiding users through the story of both kits while optimizing pathways for multi-item cart conversion.
