GSTQ

Founded in 2019 by Dany Garcia, powerhouse entrepreneur, investor, philanthropist, producer, athlete, visionary, and more, GSTQ is a clothing brand designed to meet the versatile needs of all bodies as they move powerfully through life—ensuring everyone feels as good in their skin and their clothes as they look in them. It was personal to Garcia, who had the vision for the brand as a teenager. As she prepared to make a bigger splash with the brand, she asked us a key question: does my brand actually reflect the promise I’ve built into it?

As Creative Director, I led the brand evolution from start to finish, partnering with the brand strategy lead to manifest a purpose that was inside the brand all along—to magnify everyone’s extraordinary presence. The new identity embodies the spark Garcia sees in everyone and the reverberating impact a person living into their potential has on the people around them.

After the initial brand launch, I led three additional key programs: 1) the creation of key copy assets, 2) adapting the brand for physical spaces, including the visioning of a New York Fashion Week event and pop-up store and the concept, and 3) initial asset development for the brand’s Mens Launch (its first foray into menswear). The NYFW event, pop-up store, and Mens Launch campaign made their debut in Fall 2023.