LONEWOLFGANG.CO.UK 

Visual Identity & Content Direction

For my sustainable post-punk archive clothing brand, I lead the creative direction and execution of all e-commerce content, with a strong focus on storytelling through visual design.

 

Each carousel post on Instagram is crafted to reflect the dual nature of the brand — clean yet reckless, raw yet curated. I’ve developed a distinct visual “trademark” where models appear against a stark studio-white backdrop, which then peels away to reveal their actual environment — whether that’s the real shoot location, a stylized reinterpretation, or an entirely AI-generated scene.

 

This layered editing approach, achieved using the Adobe Suite and generative AI tools, allows me to blur the line between polished e-commerce and surreal editorial, capturing the brand’s ethos while engaging a youth-driven audience.

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