Established in 2001 by Creative Director Joe Dahan, Joe’s is guided by an inherent Los Angeles sensibility. Prioritizing an ideal fit for all, the brand integrates the latest technologies to deliver product that is beautiful, innovative, and fits flawlessly—frequently utilizing stretch fabrics.
With that in mind, our branding and photography aimed to evoke a classic denim aesthetic while highlighting the comfort and range of movement that these new technologies and stretch fabrics provide. The art direction channels a casual west coast mood, underscored by a sense of luxury.
SCOPE & SERVICES
On-Set Art Direction, Design Direction, Branding, End-to-End Photoshoot Concept & Production, Trim Development, Material Sourcing, Digital Marketing, Process Optimizations, Resource Management
Additionally, I developed all hangtags and paper packaging, overseeing sampling and production to maintain consistency and a high standard execution and refinement. By managing vendor relationships and production processes, I ensured seamless execution from concept to final delivery, reinforcing the brand’s premium positioning through finely crafted details.
CREDITSCreative Direction: Joe Dahan | Art Direction: Alen Catolico | Graphic Design: Addison Stauhbus, | Photography: Various | Retouching: Aleks Ajdukovic | Director of Social Media: Lauren Hull