Angel B. Lee
Design & Creative Direction
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SOK062022
Role: Designer, Art Direction
Mickey Ashmore, creator of Sabah and AKA “The Sabah Dealer,” came to Super Okay to create a holiday catalog campaign and to develop a more cohesive packaging/retail system for the brand. For the campaign, we were inspired the “Where to Next?” spirit of Sabah and its origin story. Photoshoots took place at various locations in both Turkey and New York, Ashmore’s main stomping grounds in which he shares his personal favorite experiences, which emulates the curation of goods featured in his stores.
For the packaging refresh, we took the pre-existing identity system, originally created by Anthony Cappetta, and created a cohesive system across footwear and market goods. We juxtaposed the simple elements of type and color with touches of whim for storytelling of the products and the places we go.