SELECTED WORK / 05
BRAND BUILDING / CREATIVE DIRECTION ONGOING PROJECT
FROM ~80 PEOPLE
A NIGHT
TO 150–200
EVERY TUESDAY.
UP TO ~300
ON THE BIG NIGHTS.
CREATIVE DIRECTION · MUSIC DIRECTION
COMMUNITY · CONTENT
2021 / THE BEGINNING
MY ROLE
FOUNDER / CREATIVE DIRECTION / BRAND STRATEGY / DESIGN
THIS TOOK FIVE YEARS.
BOP started during COVID with a name, a few designs and the idea of building a brand around ambition.
A BRAND ISN'T A COLLECTION OF DESIGNS.
IT'S A SYSTEM THAT CAN KEEP PRODUCING THEM.
BOP hasn't launched in its final form yet. But for the first time, it feels less like a collection I'm trying to finish - and more like a brand that can keep creating.
What followed was years of designing, failing, changing direction and slowly learning that a brand needed more than graphics I liked.
IT STARTED WITH THE NAME AND SOME SHITTY DESIGNS.
EARLY BOP / 2021–2022
THEN WE MADE A
REAL LOGO.
BOP LOGO / 2022
BOP started during COVID with a name, a few designs and the idea of building a brand around ambition.
A BRAND ISN'T A COLLECTION OF DESIGNS.
IT'S A SYSTEM THAT CAN KEEP PRODUCING THEM.
2021 / THE BEGINNING
The logo gave BOP its first real identity. From there, I started treating it less like merch and more like a brand - developing the ideas, values and visual language behind it.
2023–2025 / FINDING THE BRAND
BUT A LOGO DOESN'T MAKE
A BRAND.
I kept designing, experimenting and changing direction. Some ideas worked. A lot didn't. But each version helped define what BOP was - and what it wasn't.
BUSINESS OVER PLEASURE
STOPPED BEING JUST
A SLOGAN.
What started as a simple idea about choosing work over pleasure slowly became more complicated.
AMBITION / PLEASURE
SUCCESS / SACRIFICE
MONEY / RELATIONSHIPS
DISCIPLINE / REGRET
THE TENSION
BECAME THE BRAND.
2026 / BOP TODAY
I STOPPED TRYING TO DESIGN COOL T-SHIRTS.
I STARTED BUILDING
A WORLD.
BUT A LOGO DOESN'T MAKE A BRAND.
THE DESIGNS CHANGED.
THE SYSTEM STAYED.
Today, every BOP piece starts from the same world - ambition, pleasure, sacrifice, success and everything that happens when they collide.
