EMOTIONAL THERAPY

What started as a brand known for its colorful, playful beanies evolved into a clothing label centered on sparking uncomfortable conversations about emotions. Inspired by the owner’s relationship with talk therapy, the brand used color and whimsy to challenge taboos around mental health in the Black community. As Creative Strategist, my work focused on connecting each seasonal launch to the brand’s core messaging and uncovering opportunities to highlight the value of community. I consolidated the brand’s ideologies and helped shape a voice that’s in tune with urban culture while unafraid to push conversations many shy away from.