Samsara - Meaning the all-encompassing “Wheel of Life” is a luxury line of accessories inspired by eastern mythologies using silver as the primary medium.

A masculine driven concept with unisex appeal, Samsara will create pieces that authentically embody the concepts of Asian culture as they have been understood and represented for thousands of years. The Company views its role as the storyteller and through its creations will share the teachings and philosophies of the East.

I am the co-founder and the creative force behind the brand, I developed the overall identity system, directed and designed the visual directions for assets such as packaging, promo motion graphics, digital presence, photography, as well as the actual design of the accessories.

/ˌīˈden(t)ədē/

The mission and philosophy behind Samsara's Identity were to align the brand message together with the accessories designs themselves to tell stories that trigger emotional connections.

We are all a part of this wheel of life and we have the universal responsibility to act compassionately and to live with true happiness; we want to use Samsara as a brand to encourage people to use our power, wisdom, and courage within ourselves to be better for each other and the world.

/əkˈses(ə)rē/

To kick start the accessory design, I first studied the Asian mythologies and meanings behind different symbols and representations. With more than 5000 years of interlocking histories between Taiwan, China, India, Tibet, and Japan, there are so many references to draw from that were truly inspirational.

After the sketches and designs were done, I worked side by side with our manufacture to turn my 2D designs into dimensional 3D files to prepare for the wax model.

We fined tuned every step along the way to ensure the wax model is as perfect as possible before we cast into silver, and once the final products are done, we inspect every single piece by hand to ensure everything is up to the Samsara Standard

/fəˈtäɡrəfē/

A picture tells a thousand words, therefore, it was important for us to follow our branding system while developing Samsara's creative direction behind all photography - Both lifestyle as well as products. We developed two creative campaigns for our lifestyle directions - Salvation, which was geared towards young & restless while Gratitude was aimed to show the more sophisticated side of the brand.

/ˈdijidl/

In conjunction with the overall branding, we created brand-oriented digital visual assets and incorporated a targetted social media strategy to increase brand awareness. Together with our website and associated social media accounts, we elevated the overall essences and brand messages consistently through all the channels.

/ˈoutˌrēCH/

We also engaged and worked hand in hand with the experienced PR firm (N0 Such Agency ) to assist in creating a strong brand through entertainment industry exposure, celebrity product placements, magazine editorial and articles (Details, GQ, Esquire, Robb Report). We have successfully been featured in renown magazines such as W, Bello, Flaunt Magazine, LA Canvas, Hunger Magazine as well as celebrities like Russel Brand, Steve Aoki, Nathan Sykes, Tyson Ritter, Ben Barnes, Jason Priestley, Zachary Levi and Danny Trejo.

Client: Samsara Workshop

Role: Founder | Creative Director