Donna Karen

The Donna Karan project took place before the brand became internationally recognized, during its early stages as an emerging fashion label in New York. The original direction from the client was to create a bold, large-scale branding campaign. However, recognizing that Donna Karan’s identity was deeply connected to New York itself, I proposed building the brand narrative around the city.

This led to positioning “New York” as a core part of the brand identity, resulting in the integration of “Donna Karan New York” across posters and campaign materials. The goal was to create a stronger emotional connection between the designer, the city, and the audience—leveraging New York’s energy, culture, and fashion influence as an extension of the brand itself.

By closely tying the visual identity to New York, the campaign helped establish a stronger and more recognizable foundation for what would later become a globally recognized fashion brand.