I joined Hoodmafia as a designer when it was a small music community and played a key role in transforming it into a strong streetwear lifestyle brand with a distinctive visual identity and authentic voice. Drawing inspiration from gritty urban elements like mugshots, police reports, and tombstone designs, I developed the core branding and tone that reflected the brand’s edgy, criminal-influenced aesthetic. I led multiple clothing collections and built a creative team - including designers, photographers, and videographers - to ensure a cohesive brand vision. Additionally, I managed all photo and video production for promotional materials, maintaining consistent quality and alignment with Hoodmafia’s unique ideology. The brand system extended beyond apparel to the music label, solidifying Hoodmafia’s lifestyle presence.