Working with a start-up sneaker company like Athletikan has been an exciting and challenging journey where I played a pivotal role in their growth. From designing the sneakers to conceptualising and executing the creative direction, I contributed to every aspect of the brand's development from the beginning. Through extensive market research, I crafted a brand strategy that resonated with our target audience's desires for something different, affordable and comfortable. Leading the design, I ensured our sneakers were not only visually appealing but also delivered on performance and durability at the price-point they were set. Additionally, I shaped the brand's creative direction, developing captivating campaigns and forging strategic partnerships to build a loyal community. This experience has showcased the power of cohesive branding, exceptional design, and a well-executed creative vision in driving a brand's success.