In a landmark collaboration with lifestyle mogul and Def Jam Records founder Russell Simmons, I led the comprehensive branding and website design effort to launch Tantris, a premier yoga brand situated in the heart of West Hollywood. Drawing inspiration from Simmons’ two-decade commitment to yogic science, as featured in The New York Times, the project required a sophisticated visual identity that could bridge the gap between ancient spiritual practice and modern urban luxury. I steered the creative direction to ensure the brand felt at home within its 8,000-square-foot Sunset Boulevard flagship, harmonizing a high-end aesthetic with a deep reverence for the "Eight Limbs of Yoga."

The digital execution was anchored by a successful website launch that served as a dual-purpose flagship for both the physical studio and a technical apparel line. I oversaw the end-to-end design of this ecosystem, integrating a seamless e-commerce platform with a robust studio management interface or calendar for class bookings and instructor discovery. By aligning the premium visual language of the branding with a high-performance user experience, we successfully established Tantris as a holistic lifestyle brand, earning significant media recognition and setting a new standard for the intersection of wellness, fashion, and digital commerce.

Article: New York Times