Westside Merchandising is a global leader in full-service apparel, fashion, and merchandise program development and execution.
In 2022, I joined the newly formed Westside Merchandising as Creative Director and a partner.
The founding partners came from a strong background in contract screen printing and mass retail manufacturing, with a vision to expand into brand building and music touring.
Together, we set out to create and operate clothing brands in-house, supported by a fully vertical operation—from printing and wash/dye to warehousing and 3PL.
My role was to lead the creative across the board—developing and guiding brands and projects from concept through production under the Westside umbrella.
“Branding is the process of connecting good strategy with good creativity.”
— Marty Neumeier
We hit the ground running with multiple projects already underway — from major music tours to in-house brand partnerships requiring full end-to-end creative execution.
LOGO AND BRAND IDENTITY
My goal was to position Westside Merchandising as a global leader in full-service apparel, fashion, and merchandise development—from concept through execution.
That meant telling the story through original photo and video content that I produced, shot, and edited on location inside our facilities.
I integrated the media across a new website I designed from the ground up, along with social platforms and broader marketing channels.
