With recognizing a lack of local expression in Amman, Jordan, Project East was co-founded with the hopes of encouraging a wave of creativity in the youth of the city. Through thematic launches that evolved with the growth of the brand, I was given the task of capturing the bold optimism of Project East. This involved the collaborative design of the apparel pieces, branding, social media posts, and communications. Capturing the brand was an engaging challenge, as we were required to convey the youthfulness of our entity while communicating its promised quality.