This art direction project spans from research and selecting photographers and stylists to designing the full campaign, merchandise, and store space. I created UGO, a design-driven outdoor lifestyle brand for modern women who move through a world of color and creativity. Inspired by the Japanese word “ugoku” (“to move”), UGO blends artful design with outdoor functionality, bridging the city and nature through lightweight, versatile apparel that celebrates freedom, imagination, and feminine strength.
The campaign, "Move Her Way", celebrates the freedom of movement and the artistry of the outdoors. Through surreal imagery and handcrafted storytelling, it captures women in motion — wrapped in light, wind, and self-expression. Hand-drawn typography and organic textures merge fashion and art, channeling the spirit of zine culture and vintage outdoor adventure into a poetic, empowering narrative.
