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
LAB71 / 01
A visual language that finds theatre in the everyday.
4-image carouse
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.
02 — EXECUTION
A campaign system built to travel.
Add a concise account of campaign rollout, audience response, and the tangible impact of the work here. This area is ready for outcomes, launch moments, and any key metrics you’d like to foreground.