Cue The Curves
Cue The Curves
About
Client
Cue The Curves
Role
Creative Director
Project
Product Launch Demo
Year
2023
Client
Cue The Curves
Role
Creative Director
Project
Product Launch Demo
Year
2023
Client
Cue The Curves
Role
Creative Director
Project
Product Launch Demo
Year
2023
Process
(01)
The Context
Cue The Curves (CTC) is a women-led apparel brand focused on fit, confidence, and representation—without leaning on tired empowerment tropes. The goal was to build a brand that felt self-assured, modern, and unapologetically direct. My role spanned creative direction and production.
(01)
The Context
Cue The Curves (CTC) is a women-led apparel brand focused on fit, confidence, and representation—without leaning on tired empowerment tropes. The goal was to build a brand that felt self-assured, modern, and unapologetically direct. My role spanned creative direction and production.
(01)
The Context
Cue The Curves (CTC) is a women-led apparel brand focused on fit, confidence, and representation—without leaning on tired empowerment tropes. The goal was to build a brand that felt self-assured, modern, and unapologetically direct. My role spanned creative direction and production.
(02)
The Insight
Most body-positive brands overcorrect, wrapping strength in softness. The CTC audience didn’t want reassurance—they wanted recognition. Confidence didn’t need to be explained, just reflected.
(02)
The Insight
Most body-positive brands overcorrect, wrapping strength in softness. The CTC audience didn’t want reassurance—they wanted recognition. Confidence didn’t need to be explained, just reflected.
(02)
The Insight
Most body-positive brands overcorrect, wrapping strength in softness. The CTC audience didn’t want reassurance—they wanted recognition. Confidence didn’t need to be explained, just reflected.
(03)
The Process
I shaped a visual and tonal system that treated the body as fact, not statement. Clean compositions, confident framing, and restrained copy kept the focus on presence over performance.
(03)
The Process
I shaped a visual and tonal system that treated the body as fact, not statement. Clean compositions, confident framing, and restrained copy kept the focus on presence over performance.
(03)
The Process
I shaped a visual and tonal system that treated the body as fact, not statement. Clean compositions, confident framing, and restrained copy kept the focus on presence over performance.
(04)
The Result
A launch-ready brand with a clear point of view and visual confidence. Cue The Curves entered market with a distinct voice that stood apart from category norms and established a foundation for scalable creative.
(04)
The Result
A launch-ready brand with a clear point of view and visual confidence. Cue The Curves entered market with a distinct voice that stood apart from category norms and established a foundation for scalable creative.
(04)
The Result
A launch-ready brand with a clear point of view and visual confidence. Cue The Curves entered market with a distinct voice that stood apart from category norms and established a foundation for scalable creative.
