Creative Direction → PURE®
Tasks
Creative Direction, Photography, Videography, Apparel Design, Graphic Design. Brand, Strategy.
Time
4 years
Pure was born from a deep passion for creating a clothing brand rooted in the beauty and simplicity of nature, a philosophy encapsulated in its name. What began as little more than an idea—sparked by imagery and designs inspired by natural landscapes and organic forms—quickly grew into something more. This vision was not merely a creative outlet; it became a means of escape, offering a connection to something raw and authentic in an increasingly fast-paced world.
As the concept evolved, the incorporation of motorcycle culture introduced an unexpected yet powerful dynamic to the brand. The rebellious spirit and adrenaline-fueled energy of this culture added a bold edge, perfectly complementing Pure's serene, nature-inspired origins. On a personal level, this integration was more than a design decision—it was a reflection of who I am.
Having grown up immersed in BMX, skateboarding, and motorcycle culture—at one point even aspiring to go pro—these influences shaped me in ways I hadn’t fully expressed. For years, I hesitated, uncertain whether I could embrace this side of myself. Bringing these elements into the brand felt like a release It was in that moment that Pure took its most authentic form.
Integrating these influences completed the brand’s most personal and meaningful aspect, providing it with a truly distinctive identity. It now seamlessly blends the tranquil beauty of nature with the raw, untamed intensity of the open road.
There’s a significant difference between creating a company that offers clothing and truly living and breathing the culture behind it. When the founders or key individuals genuinely care and are active participants in that lifestyle and culture, it’s always evident. Fortunately, this passion for extreme sports, outdoor adventure, and bike culture has always been an integral part of who I am.
In early 2021, we introduced a T-shirt design that captured widespread attention and received commendation from Complex UK for its originality. This recognition was a significant milestone, affirming our creative vision and driving a substantial increase in our Instagram following. Inspired by this surge in visibility and community support, we embraced the opportunity to further innovate and redefine creativity in our work. Fueled by this momentum, I decided to document my travels, specifically hiking trips to the mountains in Austria. The breathtaking landscapes and tranquil moments during these explorations had a profound impact on shaping the vision.
Supporting imagery
The images below, along with many others, were captured during the project's preparation phase and played a key role in shaping its identity. These visuals helped inspire the brand's color palette and aesthetic direction, ensuring a cohesive visual language aligned with the brand’s core values.
Cinematic Shooting
Crafting this dreamlike aesthetic presented its challenges, yet it remained a crucial aspect of the process. The primary objective was to ensure the brand maintained a sense of lightness, avoiding any dark or ominous undertones, but still edgy. To accomplish this, a focus was placed on incorporating warm tones silhouettes and a robust typographic system, with Helvetica playing a central role in the design, ensuring clarity and balance throughout the brand's visual identity.
All Imagery was shot Colour graded and edited by Stephen Anthony Ross.
Outcomes
The clothing items displayed above, along with four additional pieces, were physically produced as part of a limited capsule collection. In conjunction with this, a presentation deck was developed for prospective investors. Please note that the associated imagery remains confidential due to plans for future releases.