PROJECT DETAILS

Rayl Company was forged from like-minded ideals and individuals. Coming on-board during the brand's inception, and the first-round release in 2014 I inevitably became involved in all creative decision-making skills alongside the brand's director Izzy Brinsdon. Over a period of 4 years, we built up a label that hosted 4 range releases, art exhibits and created a medium to collaborate on, from clothing to film and beyond. The brand was stocked in premium streetwear both nationally and internationally, with a strong presence in Japan.

DESIGN & ILLUSTRATION

While my primary function within Rayl was, in part, to direct the visual output of the brand I created many of the designs in the beginning and my work was featured throughout each range. However, the bulk of my role was to manage, edit and direct the artwork we had received from the different contributors. The work below is a sample of some of the work I created under the Rayl label between 2013 and 2016.

EVENTS

Each line release of Rayl would be celebrated with a coinciding one-night-only show, as part of the collection of works. These events featured artists and individuals connected with the line and became highly anticipated and attended. I was involved in both the Hell Bent and 36 exhibits, helping curate, co-ordinate and set-up the spaces along with the lead-up. 

BRAND DIRECTION

Working side-by-side with the brand's founder and director, we sought a look and feel to Rayl and involved the necessary talent to make it happen. Rayl’s first release (as seen below) was shot over 4 days and released as the collection dropped in Spring 2014. During this time, it was a matter of all-hands-on-deck to complete the production. 

WEB BUILD

As part of my role to oversee​​​​​​​ the visual output of the brand, I facilitated multiple website builds and began building them myself after the first line-release. The website revolved around two functions, a responsive lookbook and store with live-inventory.