Oaklandish

Creative Direction

Oaklandish is an Oakland-based apparel brand spreading “local love” by way of pride-evoking tees and accessories. OakZINEish is an annual Oaklandish publication that showcases work of up-and-coming Bay Area artists. The zine is an effort to keep strong ties to Oaklandish's roots as a public art project in Oakland, California. OakZINEish vo. iii was a collaboration with creative collective Wine & Bowties, and features an interview with Tia NoMore, plus artist profiles on Michelle Guintu, Ryan Rocha, & Vanessa "Vavi" Vigil, and was published in 2015.

After developing a relationship with Wine & Bowties through local art events, I pitched the OakZINEish vo.iii collaboration to the Oaklandish CEO and Creative Director, including plans for a publication launch event, marketing and PR activations, wholesale distribution, and an overall project budget.

During project execution, I served as creative director. I worked with Wine & Bowties to identify which Oakland creatives to feature and work with, organized and directed photoshoots, and worked with writers to edit interviews and copy. After publication completion, I also executed an in-store launch event with performances from zine-featured artists, as well as distribution of 3000 copies to coffee shops, art galleries, and partner apparel shop across the San Francisco Bay Area. As a result of this collaboration, Oaklandish saw an increase in brand equity with 18-24 year olds.

Layout and graphic design by Bobby Zwahlen; photography by Lauren Crew.

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