From Concept to Shelf: Bringing Oak and Edison to Life

There’s something powerful about crafting a brand from the ground up—especially when every detail is built with intention.

For Oak and Edison, a men’s fashion line, I led the full end-to-end brand identity work—from logo design to product and lifestyle photography, packaging, and creative direction.

The goal? A brand that feels bold, masculine, and smart, but also approachable and timeless.

The logo strategy was centered on presenting the brand name with a timeless, approachable aesthetic—one that aligned with the varied price point of the product line. It needed to feel elevated yet accessible, adaptable across premium and everyday pieces, and instantly recognizable.

Color played a big role:

💙 A slightly muted blue grounds the brand, classic, modern, and masculine.
💛 A vibrant yellow accent brings life to the tagline: “Dressed for life.”

We extended this yellow into packaging patterns, apparel tags, and other CPG details, creating moments of energy that make the brand pop in just the right places.

As for the photography art direction, every scene was chosen to feel familiar and relatable:

📍 On-location lifestyle photography captured every day, effortless moments—from lakeside views and park benches to sidewalk strolls under arching green trees lined with neighborhood pubs and local storefronts.
👕 Product photography focused on sophistication and casual styling, highlighting how versatile and wearable the line is—always polished, never forced.

From visual storytelling to tactile touchpoints, every element was made to feel thoughtful, confident, and lived-in, just like the men it was made for.

Behind the scenes at the Oak & Edison photoshoot.