Founded in 2017, Soho Ski Club was created as both a cultural concept and a community-driven brand. As Founder and Creative Director, I developed the full brand identity—crafting its visual language, tone, and positioning while leading design, styling, and production across campaigns, content, and merchandise. I directed and produced shoots, shaped the aesthetic narrative, and oversaw marketing strategy to grow awareness and engagement. From concept to execution, every touchpoint was intentionally designed to reflect a refined, fashion-forward intersection of ski culture and downtown NYC.