Starting a lifestyle brand from scratch involved constant evolution. As co founder and creative director, I built a brand identity, designed the products themselves, and everything on down the line from marketing strategy and implementation to customer experience and retail store design. I designed sunglasses, worked with suppliers overseas on product development, oversaw product and lifestyle photography, built a network of influencers to generate content and grow our audience, designed an ecommerce site and digital marketing campaigns, packaging design, PR campaigns, etc.