DUCA Walking set out to establish itself in the fashion scene, merging outdoor functionality with style. I was brought on as the creative right hand for the brand’s product designer, to shape the identity and narrative around what he was building.

One of the first things I developed was a full storybrand framework, translating what made DUCA different into a strategy the whole brand could grow from. Out of that came the DUCA Walking Club: a concept built to turn walking into something communal, connecting like-minded people through shared experiences in nature, at a moment when the culture around it was only just beginning to shift. I presented the concept to the board myself, alongside a set of brand decks that gave the idea shape and direction.

When the brand decided to put the Walking Club on hold, focus shifted to the SS25 launch. I developed a new creative concept and visual treatment for the collection, along with a video concept built to carry that same energy into motion.

Across both phases, the work moved between strategy, storytelling and visual direction, building the kind of foundation that lets a brand grow from a product into something people actually want to belong to.