I first started designing with recognizable logos to spell out something different. I always thought the device was underused, usually buried in punk or grunge aesthetics, so I wanted to treat it cleanly. I'm not telling a story. I'm creating a product where the idea is the product.
Each letter of ATELIER is built from a recognizable brand mark, chosen for recognition as much as fit. The Lakers became the L instead of Lexus because the reference felt right. Seen individually, the logos belong to brands people know. Together, they become something new. The back uses the Gatorade lightning logo I grew up with as the foundation for ATELIER's mark.
For the campaign, I wanted this third drop to feel more polished than the first two. I directed the shoot in a New York studio, carrying the city into the frame and pushing the imagery toward a fashion editorial finish through art direction and post.
