About Hid.n
Hid.n is a fashion retailer based in Costa Mesa, CA. To them, good fashion is synonymous with good design, which is why they specialize in curated designer clothing from present & past collections and labels from Japan and Korea. The business serves as a community resource for fashion knowledge and the designers they carry.
My Role
I am the marketing specialist for Hid.n and am responsible for leading marketing initiatives, campaigns & concepts. I work closely with the creative team to plan and develop social media content, ad campaigns, and promotional materials. Together, we create media that builds the brand, engages our community, and pushes products. To make sure campaigns are ready to launch, I keep close attention to detail on all marketing materials and provide feedback on projects before release.
Date: 2021-Present
Graphics
Event Posters
Posters for events at Hid.n, such as in-store & online sales, community gatherings, & pop-ups.
Design by me, Usman Fahimullah, and Zaka Temorius
Product Posts
Product posts with different themes and overlays to advertise clothing & accessories sold at Hid.n.
Model shots by Syndcte Studios
Influencer Campaign
To generate more consumer interest in the brand and expand reach, Hid.n showcases celebrities and influencers styled with products from the showroom in promotional ad campaigns on social media. Images are organized into sets to target niche audiences who are familiar with the people pictured.
Photos of Wifisfuneral and Ill Chris shot by me
Videos
Hid.n x Bolsa Supply
In Oct 2021 Hid.n collaborated with Bolsa Supply to design their very own custom mechanical keyboard. The keyboard was available to the public at the Hid.n x Bolsa Supply pop up event and later online via raffle.
This video edited in preparation for the launch of the Hid.n x Bolsa Midway60 keyboard showcases the building process of the set as well as the desk mat from the capsule collection.
Graphics provided by Usman Fahimullah
Heat Check
Heat Check was a collaborative event between Hid.n, Heat Archive, and NGO in Columbus, OH.
I edited this advertisement for the pop-up event on Nov 20th, 2021. Pop-ups are one way Hid.n likes to engage with community in places far away from the physical storefront in California.
Additional graphics courtesy of Usman Fahimullah
Black Friday
To generate interest for the Black Friday sale, Hid.n had an advertising campaign leading up to the best deals on November 26th.
For this promo ad, I storyboarded, selected music and added graphic templates.
Graphics by Usman Fahimullah
Experience Design
I design interactive elements for Hid.n both online and in physical spaces that elevate the brand experience.
Thug Club
Oversaw the design of the Thug Club splash page, launched as Hid.n became an official stockist and partner of the South Korean label.
Date: Nov 2023
Brief: Create a splash page for the official arrival of Thug Club, now available at Hid.n
Design by Quan Tran, website direction and writing by Tony Nguyen and myself
Creative direction by Matt Opena & Syndcte Studios
Showroom Rack Design
Researched and brought forth concepts for the design of clothing racks in the new Costa Mesa showroom.
Date: Jun-Jul 2023
Brief: Research interior design concepts for the showroom that meet the needs of the space while adhering to brand standards & the expectations of customers
We wanted to keep the design modern and minimal, with attention in the room focused on the products. The suspended clothing rack design was inspired by mid-century modern furniture and store displays in South Korea. The hanging design frees up room around the floor, making the showroom space feel more open.
Concept by me, designed and constructed by Brent Lindstrom
Photos by Johnny Nguyen and myself
Campaigns
Haven Court
Collaborative pop-up event for Haven Court and an announcement that Hid.n will be an official stockist for the brand.
Date: Sep-Oct 2023
Brief: Design campaign materials for Haven Court x Hid.n. Plan out pop-up theme concept.
Event photos by Johnny Nguyen
Event Ads
Ads for Haven Court x Hid.n pop up, featuring Randy’s Spammys and Red Coffee.
Designed with Keezy
Pop Up Theme
Assisted in creating the theme for the pop-up experience. The theme was 00’s Bay Area mixtape culture, inspired by Keezy’s youth and the fashion styles of hip hop artists from the region.
Pop up exhibition design by Keezy, assisted by Tony Nguyen and myself
10K Giveaway
Hid.n did a scavenger hunt giveaway to celebrate 10,000 followers on Instagram. 10 custom artworks made from pieces of the Hid.n showroom were given out, with each winner also getting free designer clothing. Participants had to be the first to find the Hid.n-branded BRABUS Smartcar at 1 of 10 secret locations.
Date: Aug-Sep 2023
Brief: Develop concept for 10K giveaway and create graphic to illustrate the scavenger hunt concept to the Hid.n audience.
Poster designed with Quan Tran
Giveaway concept by me, Tony Nguyen, and Alex Zevallos
Scavenger Hunt
Recap of the Hid.n 10K Giveaway.
Video by Alex Zevallos
Costa Mesa Opening
Hid.n opened their new showroom in Costa Mesa, CA.
Date: Jun-Jul 2023
Brief: Create a marketing campaign for the grand opening of the new Hid.n showroom in Costa Mesa, CA.
Photos by me
Teaser Images
Images posted before the official announcement of the new Hid.n showroom location.
Teaser Video
Video hinting at the return of Hid.n in a new space.
Opening Poster & Giveaway
Designed with Quan Tran
Event Photos
Images I shot during the grand opening event of the new Hid.n space.
Hid.n Travel Agency was a pop-up clothing event at Omotesando Museum in Tokyo, Japan.
Brands and labels included The World Is Yours, PAT Market, Tokyo Love Hotels, Phin Smith, Good Night, Made For Humans, Unripe, and Blimp Boy.
Date: Oct-Nov 2022
Brief: Develop visual language and create campaign materials for a pop-up clothing event in Tokyo themed around vintage travel agencies.
Tokyo Event Teaser
Designed promotional teaser for the Hid.n Travel Agency campaign in Tokyo, Japan. This teaser would serve as a guide for the visual language used in subsequent campaign materials.
The theme was vintage travel agencies from the pre-internet era; I used old passport stamp motifs to promote the Hid.n team’s arrival in Tokyo for the event.
Travel Brochure
To go with the event’s travel agency theme, Hid.n made a brochure like those seen at tourist information centers.
Formatting for the trifold is inspired by Japanese brochures from the 80’s and 90’s. Passport motifs make a return, emblazoning the form with stamps and security paper textures. Inside contains a detailed guide of stores in the USA and Japan that carry archive clothing or Japanese designer brands.
Additional design work by Quan Tran and Matt Opena
Collaborative pop-up with fashion and sneaker retailer Proper at their location in Long Beach, CA. To coincide with Hid.n bringing a curated selection of items from Japanese clothing labels, the event’s theme was based around Japanese mini marts and convenience stores.
Date: June 2022
Brief: Create a promotional campaign for the Hid.n Mart event that drives consumers to the store by advertising a unique shopping experience.
Promo Flyer & Event Logo
Created a promotional flyer for Hid.n Mart featuring hot-ticket clothing items that would be for sale. Inspiration for the graphic comes from motifs and layouts present in Japanese supermarket print circulars and American retail newspaper ads.
The flyer was collaboratively shared on social media to gain attention from both store’s audiences. Large decals were posted up in the windows at Proper to advertise to people walking by, and printed copies of the flyer were given to patrons of the store before and during the event.
Hyper Rave
A pre-event party at Proper, Hyper Rave featured a full bar and DJ sets performed by Wastedyouth, Blvckjesus and Femral.
Animated logo clip used as venue visuals during live DJ sets. Logo graphic and animation by me, background video provided by Hid.n.
Other Projects
Junya Meme
The internet and social media have a very large presence and influence within today’s fashion culture. In addition to informative and promotional content, Hid.n provides entertainment for its audience as well.
Raf Meme
Meme about Raf Simons shutting down his eponymous brand, designed in the style used by major social media news outlets.