Visual Storyteller based in Brooklyn, NY.
Previously at Fairchild Media Group, and Optimist Inc.

WWD CLUB CULTURE

BRANDING, CREATIVE DIRECTION

 Brand Identity

Creative Direction: Eric Pak
Designer: Logan Case

WWD Club Culture is a new event spotlighting the creative forces shaping the United Kingdom’s cultural capital across fashion, entertainment, and media. Inspired by the debut of WWD’s Culture Club list—a curated roundup of the UK’s most influential tastemakers and disruptors—the event offers an insider look at how London is redefining global influence in 2025.

The design direction draws from London’s iconic underground club culture—gritty, experimental, and cool-toned—while maintaining a sleek, modern finish. A sense of connectivity was central to the system: two intersecting spheres in the visual identity symbolize the dynamic relationship between UK and US creative spheres, existing in dialogue but with distinct energies.

Launching Jun 2025

2025
London, UK

WWD STYLE AWARDS

visual direction

 Wayfinding/Signage (Print/Digital)
 Socials & Web Design

Art Director: Ken DeLago
Designers: Eric Pak, Logan Case

The WWD Style Awards celebrates the fashion and beauty icons, emerging talents, and creative luminaries whose craft defines red carpet culture. Held during Golden Globes week, the event honors the artistry behind style and its influence across entertainment and fashion.

Our team was tasked with developing a visual identity that felt sleek, timeless, and cinematic—an homage to WWD’s editorial legacy and the grandeur of classic award shows. I supported the visual direction and led execution across all digital and print touchpoints, including signage and social content.

The design system was anchored in concentric ring motifs. These are abstract representations of WWD’s layered history, subtly woven throughout the branding to reflect decades of style and influence.

2025
Los Angeles, CA

FNAA 2024

Visual Direction

 Wayfinding/Signage
 Digital Imagery/Socials

Creative Direction: Michael Atmore
Designer: Eric Pak

 Branding
 Wayfinding/Signage (Print/Digital)
 Socials & Web Design

Creative Direction: Michael Atmore
Designer: Eric Pak
Motion: Tyler Beltram

FNAA 2024—the Footwear News Achievement Awards, often dubbed the “Shoe Oscars”—honors the visionaries, style icons, and rising talent shaping the footwear industry.

For this star-studded evening, I was tasked with rebranding the event to deliver a bold, elevated visual experience worthy of the red carpet.  The design centers on a rich gold and navy palette, blending timeless luxury with contemporary edge. The visual system was crafted to feel cinematic, celebratory, and award show–ready across every touchpoint. 

Deliverables included branding, digital content, large- and small-scale wayfinding, and print signage throughout the venue.

2024
New York City, NY

FASHION LOVES FOOD

Visual direction

 Branding
 Wayfinding/Signage (Print/Digital)
 Web & Social Design

Creative Direction: William Gasperoni
Designer: Eric Pak

Fashion Loves Food is an annual black-tie gala hosted by WWD, The Style Gate, and Galateo & Friends. It celebrates the intersection of high fashion, fine dining, and Italian hospitality. I was tasked with refining the brand identity to honor WWD’s editorial legacy while introducing a more human, intimate touch reflective of the culinary world.

The logo was reinterpreted with a hand-drawn heart mark, adding warmth and individuality to a classically rooted typographic system. The result is a brand that bridges luxury retail and refined cuisine—where fashion meets the rituals of shared meals, taste, and storytelling.

Deliverables included branding, digital content, large and small-scale wayfinding, and print signage throughout the event experience.

2024
Milan, Italy

WWD GLOBAL FASHION SUMMIT

Visual direction

 Wayfinding/Signage (Print/Digital)
 Web & Social Design

Creative Direction: Collin
Designer: Eric Pak
Production: Siam Piwat

WWD Global Fashion Summit (Thailand) convened fashion leaders and industry stakeholders from across Asia to explore the future of luxury on a global scale. Set against themes of innovation, interconnectedness, and cultural exchange, the summit positioned itself as a platform for new ideas and bold collaborations.

I was tasked with executing the visual direction across all print and digital content. Working from a core brand identity centered around a rising peak—a symbol of elevation, aspiration, and progress—I expanded the system to evoke the feeling of a futuristic cityscape: sleek, open, and forward-looking.

Deliverables included large- and small-scale wayfinding, print signage, and digital content spanning web and social platforms.

2024
Bangkok, Thailand

WWD GLOBAL FASHION SUMMIT

BRANDING, visual direction

 Branding
 Wayfinding/Signage (Print/Digital)
 Web & Social Design

Creative Direction: William Gasperoni
Designer: Eric Pak
Motion: Tyler Beltram

WWD Global Fashion Summit marked its inaugural event in Riyadh, Saudi Arabia—bringing together a global network of fashion leaders and brand executives. Focused on the evolving landscape of fashion, the summit explored themes of growth, sustainability, and engagement with the next generation of consumers: Gen Gen Z and Gen Alpha.

I was tasked with developing a branded conference identity that felt both secure and contemporary. Inspired by traditional Saudi textiles and design, the hexagon served as a central visual motif that symbolizes continuity, heritage, and interconnection. The resulting system balanced cultural reference with modernity.

Deliverables included branding, digital content, large- and small-scale wayfinding, and print signage across the summit experience.

2024
Riyadh, Saudi Arabia

WWD LOS ANGELES BEAUTY

Visual DIRECTION

 Wayfinding/Signage (Print/Digital)
 Web & Social Design

Creative Direction: Collin
Designer: Eric Pak
Motion: Tyler Beltram

WWD Los Angeles Beauty (LAB) is a conference that convenes leaders across beauty, wellness, entertainment, and technology to explore the innovations driving the future of business. The 2024 theme centered on the future of beauty and wellness—not just in aesthetics, but in mindset: adaptability, progress, and forward-thinking solutions.

Building on an existing brand direction, I refined and expanded the visual system to reflect a future-forward ethos. I drew from sleek, tech-inspired forms and balanced modernity with elevated minimalism and editorial sophistication.

Deliverables included branding, digital content, print signage, and both large- and small-scale wayfinding throughout the event space.

2024
Los Angeles, CA

THE WEAR HOUSE

Visual DIRECTION

 Branding
 Wayfinding/Signage (Print/Digital)
 Web & Social Design

Creative Direction: William Gasperoni
Designer: Eric Pak
Motion: Tyler Beltram

The Wear House is a two-day conference hosted in Austin, Texas in partnership with SXSW, bringing together thought leaders, influencers, and entrepreneurs to explore topics like AI, content creation, and strategic brand partnerships.

I was tasked with rebranding the event for a Gen Z audience—refreshing the visual identity while honoring select design cues from previous years. Rather than building something entirely new, the creative direction involved a return to past forms—reimagining outdated assets through a more refined, modern-classical lens. This process was part archival, part reinvention: adapting legacy visuals to meet contemporary design standards and cultural relevance.

Deliverables included a full visual refresh—spanning large-scale wayfinding, printed signage, digital assets, social media content, and a redesigned event website.

2024
Austin, Texas

FRANK

concept, CREATIVE DIRECTION

 Brand Identity
 Social/Web Design
 Poster & Apparel Design

In the midst of the 2020 pandemic, I set out to create a digital service that would foster human connection in an isolated world. That’s how Frank was born: a live-streaming music platform designed to bring people together through shared virtual experiences. The visual identity is built around a custom font inspired by an ubiquitous sans-serif font and broadcasting forms, reflecting both clarity and connectivity at the heart of the platform.

Brand guideline book available upon request*

HYDROCARBON

concept, CREATIVE DIRECTION

 Brand Identity
 Experimental Type
 Textile Design

Hydrocarbon is a conceptual fashion brand confronting the environmental toll of human overconsumption. Named after hydrogen and carbon, two essential elements to life, the brand explores how industrial greed and excess are accelerating ecological collapse. From water pollution in the textile industry to carbon emissions by the auto-industry, Hydrocarbon responds to an urgent need for environmental accountability.

This first iteration focuses on oil spills: human-made disasters born of negligence and overreach. Inspired by the visual structure of the Kaftan typeface, the collection follows a three-part narrative: water, oil, and human touch.

The first piece, a non-restrictive bodysuit, mirrors the fluidity and freedom of water. The second, a sheer, form-clinging gown worn over the first, represents oil—constraining the body like a slick, suffocating spill. CMYK prints of hydrogen and carbon evoke the toxic sheen left behind. The final piece, an overall set, nods to the uniforms of fishermen and cleanup crews. This symbolizes humanity’s dual role as both destroyer and reluctant caretaker.

Brand guideline book available upon request*

2020

LOVERS & FRIENDS

rebrand/concept

 Experimental Type
 Poster Design

Lovers & Friends is a major R&B and hip-hop music festival celebrating the legacy of Black American music. I reimagined the festival's core branding through a bold, graffiti-inspired typeface—an intentional nod to one of hip-hop's four foundational elements. The final design explores composition, color, and texture to channel the genre's raw energy while preserving the nostalgia of early 2000s mixtape aesthetics.

2020