PAPER PLANES - FALL '22

As the Graphic Designer for Paper Planes, Jay-Z's iconic clothing brand, I was entrusted with the design and creative direction for the Fall 2022 collection. This was an exciting opportunity to contribute to the brand’s evolution while reflecting its core ethos through visual design. For this particular drop, the overarching design concept was a creative fusion of classic collegiate aesthetics and modern typography, seamlessly blending elements from traditional school-inspired graphics with contemporary design techniques and digital effects.

The concept was rooted in the idea that greatness is a process—a central theme that aligns with both Paper Planes’ aspirational spirit and Jay-Z’s philosophy on success and personal growth. The design was crafted to inspire and resonate with individuals who understand that reaching the pinnacle of success is not immediate, but rather a journey marked by hard work, perseverance, and continuous improvement. This idea of gradual progress and self-development was translated into the visual language of the collection through a dynamic mix of bold typography, layered effects, and contrasting color schemes.

We integrated collegiate-inspired typography, including varsity-style fonts and traditional sports references, to evoke feelings of ambition, youthfulness, and achievement. 

The designs also featured layered textures and visual cues that symbolized the multifaceted nature of success—the trials, setbacks, and the eventual triumphs that come with hard work. This helped reinforce the message that greatness, whether in business, music, or personal endeavors, is not an overnight occurrence but a continual, evolving process.

Overall, the Fall  2022 collection was designed to be both visually striking and conceptually rich, blending the nostalgia of collegiate culture with the modern, progressive values of Paper Planes. Working on this project was a rewarding experience, as it allowed me to push the boundaries of visual storytelling while staying true to the brand's core message and ethos.

Creative Director: Daniel Greenidge
Art Director: Dan Cuenca