BrownMill Case Study — Concept Art, Campaign Support, & Brand Identity Development
Case Study Overview
I developed concept art for several of BrownMill’s most successful apparel drops—collections that went on to sell 400+ units per release and strengthen the brand’s presence in the New Jersey streetwear and collegiate-inspired fashion space. My work focused on translating BrownMill’s core world—education, community, craftsmanship—into visuals that felt clever, grounded, and culturally tied to their local identity.
My process began with research-driven concept development: studying BrownMill’s academic-influenced identity and Newark-rooted culture, analyzing their community-focused message, and pulling visual cues from local history, architecture, and campus iconography.
From there, I sketched concepts designed to translate cleanly into screen print and embroidery, using bold outlines, vintage textures, and playful symbolism to match their nostalgic yet elevated tone. These sketches became the aesthetic foundation for key pieces that contributed to a 15–20% lift in overall sales and helped sharpen the brand’s visual language.
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Creative Director / Art Director Relevance
This case study reflects my approach as a Creative Director and Visual Designer: research-led concept development, narrative-driven design, cultural insight, and strategic execution that strengthens brand identity and elevates product storytelling. My contributions supported not only individual product success but also the long-term creative direction and market positioning of the brand.
The Windmill Barn graphic
For BrownMill’s “barn” graphics featured on sweaters and tees, I designed an illustration that evoked a nostalgic Americana feel—capturing rural simplicity, craftsmanship, and the brand’s ethos of “building, making, and thinking bigger.” The composition uses etched linework and a vintage-stamp aesthetic, reinforcing BrownMill’s timeless, scholastic world. Every detail was intentionally crafted to feel classic yet contemporary, reflecting the rugged, community-oriented spirit at the core of the brand.
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The Brain Patch ("Thinking Cap")
Another key concept was the Brain Patch—a literal, wearable interpretation of the phrase “put on your thinking cap.” I created a bold, hand-drawn brain silhouette with simplified forms and tactile texture to ensure the embroidery remained legible, expressive, and instantly recognizable. This graphic paired naturally with BrownMill’s “Think Bigger” campaign, becoming a signature element of their visual identity.
Strategic Impact
BrownMill’s elevated visibility also attracted support and organic recognition from major cultural figures, including:
Dwyane Wade, Serge Ibaka, Carmelo Anthony, Jrue Holiday, Tems, Muyiwa Awoniyi, Jadakiss, Malcolm Jenkins, Tyrese Haliburton, and Kelly Clarkson, among many others.
Their embrace of BrownMill’s pieces highlights the resonance and recognizability of the designs I helped shape—work that is now part of the brand’s growing cultural legacy.
Serge Lbaka wearing
"Brain Patch hat".
