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    Yovth /yo͞oTH/ noun

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    Quality Control

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    Quality Control record label represents some of the biggest rappers of the moment:

    Quavo, Offset, Takeoff, Lil Yachty, and Lil Baby. Each has a powerful personality, distinctive style,

    and unique trajectory, at the same time, they’re all part of a collective.


    To spotlight the intersection of these storylines, our approach was to utilize a black and white palette

    with watercolor highlights in order to establish a degree of uniformity.

    Landmark

    The Landmark Series highlights the SS19 Collection from Soho designer Vivienne Hu

    against iconic New York City landmarks.

    ​

    In order to disrupt the urban landscape, models were shot against a screen, purposefully to obstruct

    the head-on perspective. This allowed us to use the cityscape as refreshed canvas.

    Counterfeit 

    The New Consumer purchases the brand, not the product; they’re buying an idea, an experience. A label embodies all desires, possibilities, and values that a brand personifies, it becomes a lifestyle. 

    We call this brand over matter.

     

    We illustrated this powerful concept by replacing luxury handbags with brown paper stand-ins. The brand identity speaks volumes despite the cheap paper. 

    Collabs / Partnerships

    / Acustom Apparel

    / CBS

    / Colgate

    / Kaplow

    / Item One

    / Puma  

    / Quality Control

    / Rebecca Minkoff

    / Source Magazine

    / StrawberryFrog  

    / VH1

    / Vivien Hu

    ​

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