PROJECT 02 / 03
Creative Direction / 2025
Parade House
A new identity system for a house of restless objects—built to give each limited edition a louder, more collectible point of view.
Role
Brand strategy
Creative direction
Campaign world
04 images
A visual language that finds theatre in the everyday.
4-image carousel
01 — STRATEGY
Make the collection feel like a cultural event.
Parade House needed a system that could hold a wide set of objects without sanding off their character. We moved away from a quiet retail language and built a framework with the energy of a reveal: high contrast, strange scale, and a single visual rule that lets every new edition arrive with confidence.
IDEA
A theatrical system for everyday objects.
OUTPUT
Identity, campaign, art direction.
02 — VISUAL WORLD
The visual system uses close-up materials, cropped forms, and deep colour to turn a simple release into something you can almost feel.