MORE CONCEPT DEVELOPMENT
The idea behind this concept was influenced by the latest trends in 3D graphic imagery and the use of inverted colors creating a digitized and imperfect look. I found inspiration in RayGun Magazine, a publication from the late 1990s to early 2000s. The magazine was known for its unique typography and unexpected placement of graphics.
My goal was to blend the themes of Italy's soccer stadiums, which have been used as venues for many pop and rock concerts, with the concept of sport and music. Gold and Yellow were accent colors inspired by "The Golden Boot" award, given to the top goal scorer in Europe each season. This award was won by Luca Toni, who served as the inspiration for our first season's collections.
PHOTOS FOR MOOD BOARD PURPOSES ONLY, I DO NOT CLAIM OWNERSHIP OF IMAGERY
CREATIVE
I was responsible for overseeing art direction, from creating looks in collaboration with photographers and stylists to managing bids and working on photoshoot budgeting. Since we were a startup, we had to be very flexible with our expenses and capture a wide range of shots to use in various content. To view more looks, please check out our full look book
1973: CONCEPT AND GRAPHIC ART
During the second phase of our brand development, we decided to make New York City the core of our brand. To begin with, I researched the first brand ambassador of Lotto, who happened to be John Newcombe. He won the US Open in 1973 in Queens, New York City. This gave me a starting point to explore cultural touchpoints in the year 1973. I combined music with art to create original graphics for Lotto NYC. To see more of these graphics, please visit the following link here
1973
I found inspiration in the album art of Stevie Wonder's Innervisions, which was released in 1973 and became the #1 selling album in 1974. This album is often considered one of Stevie Wonder's greatest works. I liked the idea of using the layout of the original album and incorporating New York City elements into it to create a contemporary visual for Lotto NYC. Similarly, I took inspiration from the cover art of the band War and their album The World is a Ghetto, which was released in 1972 and became the best-selling album of 1973. Using the same layout, I added more color and layers to create our "World is a" Tee artwork.
PHOTOS FOR MOOD BOARD PURPOSES ONLY, I DO NOT CLAIM OWNERSHIP OF IMAGERY
THEME AND COLOR DEVELOPMENT
I enjoy creating concepts and narratives for brands, and my favorite way to do this is by drawing inspiration from historical references and considering color, characters, stories, and how these elements can be combined to create a compelling theme. Through the LOTTO NYC project, I had the opportunity to develop a creative vision for a streetwear brand from the ground up, with a strong emphasis on historical references and visual storytelling.
The idea for our first collection was inspired by Luca Toni, a famous soccer player sponsored by Lotto in the early '00s and who was featured in the Italian newspaper La Gazzetta dello Sport. I was drawn to the newspaper's colorful layout, which included various pops of color in the images and text. We used this concept as the foundation for our launch collection, incorporating newspaper detailing, unique typography, and paper-like effects. We also combined unexpected pattern and color combinations to create a unique and eye-catching collection.
LA GAZETTA: LAUNCH COLLECTION
PHOTOS FOR MOOD BOARD PURPOSES ONLY, I DO NOT CLAIM OWNERSHIP OF IMAGERY
GARMENT LOOK AND FEEL
We successfully created high-quality garments with a retro feel by using specialty fabrics and trims such as full needle rib sweater trim and Italian mesh piecing. Each item in the collection is designed to stand on its own while also complementing the other pieces. To view more looks:
GRAPHIC ARTWORK
I conducted research on various historical aspects of Lotto as a brand and its players to create original graphic artwork. Our main inspiration was soccer, and we used text, numbers, different textures, and line weights to give each image a unique character. If you want to see more original graphics created for Lotto NYC, check out this link.
PROJECT
I led the launch of a new line of streetwear, which was inspired by Lotto Sport Italia - a well-known Italian sports brand from the 80s-00s. The brand was famous for its tennis, soccer, and basketball products. Our aim was to create a brand that exhibited a blend of rich Italian sports heritage with a modern New York City vibe to capture the US market.
ROLES
Creative Director
Brand Direction
Design Direction