I led the full brand development for Buy Clothes Not Drugs, a purpose-driven streetwear label rooted in culture, healing, and impact. I shaped the core concept, defined the brand’s visual identity, tone of voice, and product strategy—ensuring every piece carried both message and meaning. Through slogan-driven designs, values-led storytelling, and culturally relevant positioning, the brand has cultivated an organic following and sparked real community engagement. The creative direction balances aesthetic appeal with a deeper social mission, giving the brand both edge and purpose in a crowded space.