IMPERFECTIXN / CASE STUDY
ROLE
Creative Strategist & Visual Designer
FOCUS
Brand Strategy · Creative Direction · Merchandise · Campaign Design · Photoshoot Production
COLLABORATORS
Artists, photographers, models, designers, musicians, and directors
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01
More Than a Clothing Brand
Imperfectixn is an independent creative collective where artists, designers, musicians, photographers, models, and directors produce original work across fashion, music, and visual culture. The opportunity was to turn a strong creative energy into a more recognizable shared world—without flattening the individuality of the people inside it.
02
Connecting Brand, Product, and Image
03
The Creative Question
04
Directing the Image
05
From Creative Group to Emerging Brand
tab switcher
01
More Than a Clothing Brand
Imperfectixn is an independent creative collective where artists, designers, musicians, photographers, models, and directors produce original work across fashion, music, and visual culture. The opportunity was to turn a strong creative energy into a more recognizable shared world—without flattening the individuality of the people inside it.
02
Connecting Brand, Product, and Image
03
The Creative Question
04
Directing the Image
05
From Creative Group to Emerging Brand
01 / PROJECT OVERVIEW
More Than a Clothing Brand
More Than a Clothing Brand
More Than a Clothing Brand
Imperfectixn was created as a platform where emerging creatives could combine their skills rather than work in isolation. The collective produced music, merchandise, photography, modeling, film, graphic design, and collaborative releases—each energized by its own point of view.
Imperfectixn was created as a platform where emerging creatives could combine their skills rather than work in isolation. The collective produced music, merchandise, photography, modeling, film, graphic design, and collaborative releases—each energized by its own point of view.
Imperfectixn was created as a platform where emerging creatives could combine their skills rather than work in isolation. The collective produced music, merchandise, photography, modeling, film, graphic design, and collaborative releases—each energized by its own point of view.
THE SHIFT
From disconnected outputs to a recognizable release system.
POSITIONING
A fashion label, creative network, and cultural platform in one.
THE SHIFT
From disconnected outputs to a recognizable release system.
POSITIONING
A fashion label, creative network, and cultural platform in one.
THE SHIFT
From disconnected outputs to a recognizable release system.
POSITIONING
A fashion label, creative network, and cultural platform in one.
THE CENTRAL DESIGN QUESTION
“How might we preserve the raw individuality of each collaborator while building a brand that still feels recognizable as Imperfectixn?”
“How might we preserve the raw individuality of each collaborator while building a brand that still feels recognizable as Imperfectixn?”
“How might we preserve the raw individuality of each collaborator while building a brand that still feels recognizable as Imperfectixn?”
02 / CONNECTING BRAND, PRODUCT, AND IMAGE
A release needed a world—not just a product shot.
A release needed a world—not just a product shot.
A release needed a world—not just a product shot.
BRAND IDEA
→ MERCHANDISE CONCEPT
→ CAMPAIGN DIRECTION
→ PHOTOSHOOT
→ PROMOTIONAL ASSETS
→ AUDIENCE-FACING RELEASE
BRAND IDEA
→ MERCHANDISE CONCEPT
→ CAMPAIGN DIRECTION
→ PHOTOSHOOT
→ PROMOTIONAL ASSETS
→ AUDIENCE-FACING RELEASE
Merchandise strategy, campaign direction, photoshoot planning, and visual design were treated as one connected production system. That structure gave contributors a shared language while retaining the visible tension, personality, and unfinished energy that made Imperfectixn distinct.
Merchandise strategy, campaign direction, photoshoot planning, and visual design were treated as one connected production system. That structure gave contributors a shared language while retaining the visible tension, personality, and unfinished energy that made Imperfectixn distinct.
Merchandise strategy, campaign direction, photoshoot planning, and visual design were treated as one connected production system. That structure gave contributors a shared language while retaining the visible tension, personality, and unfinished energy that made Imperfectixn distinct.
MIA CHO — DESIGN & DIRECTION