Lead Creative / Concept / Design / Art Direction
Context – Joe Tan was a talent spotted by Jimmy Choo in Malaysia and brought to London. The unassuming craftsman made shoes for Diana, Prince, Kylie Minogue and many other famous fashion clients. He left Jimmy Choo to pursue his own shoe shop.
Created: An identity for Joe, we refreshed his Logo, brand guidelines, copy and a brochure to tell his story and a small video to show his craftsmanship.