While an Art Director at Baron & Baron, NYC, I worked on the redesign of luxury fashion house Bally’s visual identity. The project redefined the brand from the ground up - refining the logo and heritage crest, developing monograms and graphic signifiers, and establishing a considered system of patterns, colour and materials. It culminated in a 94-page brand book defining a modern expression of Bally’s Swiss heritage.

The art direction formed part of Bally’s wider brand relaunch, marking a shift toward clarity, craft and product-led storytelling. Photography was intentionally restrained, placing focus on the quality of materials, construction and detail. By stripping back excess narrative, the work allowed the product itself to lead - reinforcing Bally’s heritage of craftsmanship.