CREATIVE DIRECTION FOR
Creative Direction - KAYFI
Project type : Creative Direction | Product & Print Design | Product Lifecycle Planning | Social Media & Ad Campaign Planning
Crafting the Collection: As the Creative Director at KAYFI, I was responsible for the complete lifecycle of each collection, from ideation to launch. This involved in-depth trend research, brainstorming new concepts, and strategically planning collections with 50-60 SKUs. Overseeing every stage—from sampling, fit checks, and production planning to art direction and campaign strategy—I ensured a seamless transition from concept to consumer. My approach balanced creative vision with commercial viability, ensuring each collection resonated with the brand’s audience.
Launch Creatives
The Story Behind ‘Midnight Garden’
‘Midnight Garden’ was inspired by strong, independent women—those who embrace their femininity while exuding confidence and individuality. The color palette drew from the beauty of gardens at midnight—warm, earthy hues that reflect quiet strength and mystique. Every piece in the collection embodied this duality, celebrating the grace and power of the modern woman through fluid silhouettes, intricate prints, and a rich yet understated aesthetic.
Ad Creatives For Instagram Stories
A New Emirati-Centric Identity
For this collection’s campaign, we redefined KAYFI’s visual storytelling to align more closely with the young Emirati woman—confident, stylish, and deeply rooted in her cultural identity. The ad creatives and Instagram stories reflected this shift, emphasizing a youthful yet elegant persona. Through this approach, the brand embraced a fresh perspective, making KAYFI more relevant and aspirational to its growing Khaleeji audience.
Luxury Aesthetics, Accessible Fashion
A key focus of my creative direction was ensuring that KAYFI’s high-street offerings felt luxurious while maintaining an incredible price point. The campaign visuals highlighted the essence of the Khaleeji lifestyle—opulent, fashion-forward, and effortlessly glamorous. Through carefully curated imagery, we positioned KAYFI as a go-to brand for young women who love luxury, dressing up, and celebrating their individuality without compromise.
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