KHYIST

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BASED IN NEW YORK ↗ JAMAICA
 NEW YORK, NY
       





📁 SELECTED PROJECTS2020—24Network:
Interactive (* are clickable)

SPOILEDCHILD™


August 2024

PROJECT INFO:
This case study explores the transformative power of brand persona through a comparative analysis of Glossier and SpoiledChild. By examining how Glossier successfully cultivated the "Glossier Girl" archetype, we delve into the strategies for building brand voice, community, and consumer connection.

The study then applies these insights to conceptualize the "Spoiled Brat" persona for SpoiledChild, drawing inspiration from cultural icons, entering Charlie XCX’s world of “brat summer”, and leveraging current trends to position the brand as a leader in the beauty industry.

ROLE: 
Research, Curation, Project Management, Art Direction

  1. the Spoiled brat*
  2. Image / [Case Study]*
  3. Image
  4. Image
  5. Vision 

KEEM STUDIOS x PUMA x EXTRA BUTTER


February 2026

PROJECT INFO:
In a high-velocity collaboration for New York Fashion Week AW26, this promotional film captures the intersection of performance heritage and exclusive streetwear subculture. The project mirrors the synergy between PUMA USA, KeemStudios, and Extra Butter, capturing the grit and glamour of a Fashion Week debut through a lens of curated swag and rhythmic, high-performance storytelling.

Supported by TRENDLOCK Productions and sponsors including Red Bull, Ten To One Rum, and Smartwater, the campaign successfully translates the brands’ technical identity into a cinematic narrative of dynamic movement, urban energy, and elevated streetwear culture.

ROLE:
Executive Production Support, Creative Asset Procurement, On-Screen Talent

TEAM:
LAURENT BARLATIER, KAELYNN JURJO, FRANK HERRERA JR., SHAWN BAUTISTA, AKEEM DEWAN 

  1. Film

FOR THE LOVE OF SKIN


May 2024

PROJECT INFO:
This project reimagines artist Jean-Michel Basquiat's bold defiance through a line of men's cosmetics. Basquiat's vibrant energy is channeled into the packaging, challenging traditional masculinity and empowering men to embrace self-care as a form of personal expression. 

ROLE:
Project Management, Packaging Design, Brand Identity

  1. Charles the First (c.1982)*
  2. Product Demo
  3. Logo Development 001
  4. Brand Palette
  5. Product Image
  6. Logo Development 002
  7. Sticker Customization Concept

REY JAITEH


April  2022
PROJECT INFO:
SS22 “Personal” is an exploration of the human psyche, rendered visually through the lens of fashion and imagery.

Emerging from darkness, illuminated and interdependent, models embody the journey of self-discovery. Their vulnerability, expressed through physical proximity and protective attire, creates a haunting visual narrative. The interplay between them and the garments reflect the complexities of identity and authenticity, underscoring the shared human experience of introspection and connection.

ROLE: 
Art Direction, On-Screen Talent

TEAM: 
REY JAITEH, KABIRU LOYA, IKERA TAYLOR

  1. Image
  2. Image*
  3. Image

ID BRAND IDENTITY


February 2023

PROJECT INFO:
IDÎLEK's brand identity is a vibrant tapestry of Jamaican culture. Rooted in the island's heritage, the brand's visual language features iconic elements such as the retired one-cent coin, symbolizing value and history. The brand palette is a celebration of Jamaica's natural beauty, with bright orange evoking the national ackee fruit, green representing the fertile land, and other hues capturing the island's flamboyant spirit. This holistic approach creates a strong brand identity that resonates with the Jamaican diaspora and celebrates the country's rich cultural heritage.

ROLE: 
Brand Identity

  1. Image
  2. Brand Palette
  3. Brand Type
  4. Logo Development
  5. Elemental Posters

ID PRODUCT DESIGN


June 2023

PROJECT INFO:
IDÎLEK's packaging is a microcosm of the Jamaican landscape. Utilizing the brand's signature orange and drawing inspiration from the island's natural beauty, the packaging features a clear cube reminiscent of a terrarium. Inside, lush moss symbolizes the fertile land, while the overall design evokes the vibrant energy of the royal poinciana trees. This innovative approach transforms the product into a sensory experience, connecting consumers with Jamaica's rich heritage and fostering a deeper appreciation for the brand's ethos.

ROLE:
Project Management, Packaging Design, Product Design

  1. Velvet Pouch Dimensions  
  2. Product Mockup + Production Specifications 
  3. Product Image 001
  4. Image Inserts + Packaging Protoype 
  5. Final Product
  6. Product Image 002


ID PHOTO DIRECTION


October 2023

PROJECT INFO:
This photoshoot for IDÎLEK features an authentic Jamaican model adorned in vibrant hues of vermillion, green, and yellow, inspired by the nation's flora and the Rastafarian movement, the imagery captures the essence of the island. The crochet mask, a nod to traditional craftsmanship, adds a layer of mystery and intrigue. Set against a neutral grey backdrop, the focus is drawn to the model and the lush orange roses, which evoke the iconic royal poinciana trees. Bathed in warm, golden light reminiscent of the Jamaican sun, the overall aesthetic is one of vibrancy, authenticity, and cultural pride.

ROLE:
Art Direction

TEAM:
MICHAEL SCHWAMB

  1. Vision 001
  2. Vision 002
  3. RAW Image  (3x)


ID PRODUCT DESIGN


May 2024

PROJECT INFO:
IDÎLEK's nail polish is a vibrant homage to Jamaica. The signature red-orange hue encapsulates the island's spirit, evoking both the fiery sunsets and the iconic ackee fruit and flamboyant trees. The polish is designed to be a versatile statement piece, sparking conversations and inspiring a sense of connection to Jamaican culture. 

Housed in a clear flint glass bottle with an aluminum undercap and dolomite cap, the packaging complements the product's vibrant color while maintaining a touch of luxury. This nail polish is the first step in a potential collection celebrating Jamaican flora and fauna, offering customers a unique and immersive beauty experience.

ROLE:
Research, Curation, Product Design

  1. Vision 001
  2. Polish Poster
  3. Vision 002
  4. Final Product

THE BLACK PRINT


April  2022
PROJECT INFO:
VIRGIL WAS HERE.

SS22 runway show “The Black Print” is a heartfelt tribute to Virgil Abloh, a visionary who left an indelible mark on the fashion industry and Black creative community. 

By showcasing the work of Black designers, both established and emerging, we celebrate Abloh's legacy of innovation, inclusivity, and cultural relevance. The curated musical performances, including a violinists rendition of Virgil Abloh’s “Delicate Limbs” featuring artist serpentwithfeet, further enhance the event's emotional resonance, creating a space for reflection, inspiration, and a collective celebration of Abloh's profound impact.

ROLE: 
Project Management, Creative Direction, Visual Design, Event Production

TEAM: 
ARMELLE FLEURENSSAINT, ASMA BEGUM, MACKENZIE HARDING, JANIYA HAYES 

  1. Runway 001
  2. Show Credits
  3. Runway 002
  4. Video Clips
  5. Runway 003
  6. Violinist Performance*
  7. Model Backstage