BOY Junior — the kidswear line I designed for BOY LONDON, extending the label's street DNA into a neon pixel world for younger wearers.
Designed the BOY Junior kidswear collection for BOY LONDON, translating the parent label's graphic language into a playful universe built for six-to-twelve-year-olds.
Developed the key visual around a 'Fun to Play' wordmark rendered in neon pixel lettering on deep navy, framed by space-invader iconography, pixel robots and scattered coin sprites.
Built the mood through the codes the collection draws on — skate, rebel, adventurer, graffiti, London punk — set as hand-scrawled annotations across the board.
Carried the campaign artwork from concept through final art, keeping the pixel system consistent across every application in the season's visual identity.
Key Visual
The campaign direction for BOY Junior — a neon pixel universe built on the BOY wordmark, mixing space-invader iconography with hand-scrawled notes on the street codes the collection draws from.