"The only way to defend one's ideas and principles is to make them known." - Wilfried Laurier. DEFEND Paris is fashion with a cause, imagined by a team of French designers and Brahim Zaibat.

DEFEND embraces the AK as metaphor for peace and as an expression of our passion, and our rage. Passion for human rights, fashion, freedom. Rage that these ideals are under attack. Rage around the hopelessness we see in our cities and the death of our children's dreams. The brand's movement is to DEFEND, PARIS, AFRICA, BEAUTY, HUMAN RIGHTS, THE EARTH. DEFEND all values that lay at our core. The AK is its' metaphor for passion for the cause.

In partnership with Akon, "DEFEND AFRICA" was created to bring awareness to the Lighting of Africa Project, aiming to bring electricity to 1 Million households in Africa. In partnership with Madonna, "DEFEND HUMAN RIGHTS" collection was created to bring awareness to her Ray of Light Foundation. I was the creative director behind the creation of "DEFEND BEAUTY" based in Los Angeles in collaboration with DEFEND Paris.

/ˌīˈden(t)ədē/

To create another brand within the DEFEND Paris universe, I studied the overall brand guideline and dived into the visual essence of the brand to make sure that the branch I was creating reflects the philosophy of the DEFEND Paris while also posses its' own identity. The logo development showed the process how I preserved DEFEND Beauty's uniqueness while retaining the message behind DEFEND Paris.

The overall identity system is to continue the raw, aggressive and provocative attitude of DEFEND Paris, sprung out of Paris’ underground scene with a mission. A mission to make a difference in the world by combining charity and street-wear into a brand, which would generate awareness and compassion for human rights, freedom, humanity and not be afraid to bring the worlds hopelessness out in the open.

Working along with the identity system, my team and I also created packaging concepts for products such as beauty nail gel, beauty hair support and beauty travel kits that sets the foundation for the packaging design.

The packaging concepts aligned with the brand philosophy while highlighting the product features to ensure visibility in both online channels as well as offline stores.

Besides the identity and packaging system, we also worked on setting the tone for the digital assets as well as built mood boards to help set the tone for DEFEND Beauty.

Client: DEFEND Paris | DEFEND Beauty

Role: Creative Director

Agency: REVO Holding Group