Burden
As the branding and marketing lead for Burden, a rising clothing brand, I was responsible for crafting its complete visual identity and establishing a compelling digital presence. I conceptualized and designed all apparel graphics and product mockups, ensuring a cohesive and impactful aesthetic throughout the collection. In addition to design, I directed content creation to align with the brand’s tone and cultural influence, curated a strategic rollout plan for Instagram, and launched targeted ad campaigns across TikTok and Instagram Reels. These efforts significantly increased engagement, elevated brand perception, and expanded reach across the intended audience segments.
Purpose:
Burden is a purpose-driven clothing brand focused on identity, self-expression, and cultural relevance, brought to life through bold visual design and curated digital storytelling.
Key Features:
Full apparel graphic design and product mockup development
Unified visual identity applied across digital, print, and apparel platforms
Content direction for editorial-style imagery and videos
Strategic ad campaigns tailored to TikTok and Instagram Reels
Design Considerations:
Strong typographic choices and symbolic visuals aligned with the brand ethos
Cohesive aesthetic across all touchpoints, from packaging to post production
Social-first design strategy optimized for vertical formats and virality
Targeted rollout calendar to build momentum and community connection
This project emphasized creative direction, strategic marketing, and bold storytelling — positioning Burden as a visually striking and emotionally resonant brand in the fashion space.
