For SMTM, PUMA and Oqium turned a venue into a time machine, recreating the golden era of streetball and hip-hop, when courts, sound systems and fits collided to build a culture. My job was building the visual world that carried that concept: artwork that felt lifted straight off an ’80s New York blacktop, translated across every touchpoint guests actually saw, from the walls to their phones to what they walked home with.

I built the visual identity from scratch and made sure it held up whether it was on a screen, a wall or paper.