The Assembly of Ink
Streetwear Brand | 2016–2018
Role: Founder, Creative Director, Brand Strategist
An independent streetwear label bringing together my love of tattoo art, skateboarding, surfing, 80s horror and underground music.
The brand was built around bold illustrations, gritty typography and limited-edition collections. I wanted to create something with a distinct identity that would appeal to people who shared those interests.
What I Did
Developed the brand identity, tone of voice and visual direction.
Created original artwork inspired by tattoo flash, punk zines and underground culture.
Built and managed the e-commerce website and product launches.
Promoted the brand through grassroots social media campaigns and pop-up events.
Impact
Sold products internationally and developed a small, niche following.
Gained practical experience in product development, marketing, online retail and customer engagement.
Strengthened my understanding of what it takes to build a brand beyond the creative work.
This venture reminded me that having a strong idea is only part of the challenge. Finding the right audience and building a sustainable business around it are just as important.
