Type.Set.Brooklyn.

The Challenge:

Establishing a distinct voice and visual identity in the saturated New York media landscape.

BSE Global wanted to launch a brand-new culture platform with no name, no audience, no visual identity, and no content. Starting from zero means every decision matters.

Strategy

  • Before anything went public, the full brand architecture needed to exist: name, visual language, editorial voice, target audience, content pillars, and platform strategy. A brand that does not know what it is cannot build an audience that knows why it follows.

  • Rather than building an audience through aggregation or commentary, the strategy was to create original shows that could not exist anywhere else. Shows rooted in Brooklyn, in music, in fashion, in the specific energy of the city right now.

  • Every piece of content was designed to feel like an invitation, not an announcement. The goal was to build something people felt ownership over, not just something they consumed.

Execution:

  • A part of the creation of the brand identity, including logo system, typography, and color palette

  • Helped define the brand’s editorial tone and storytelling strategy

  • Conceptualized and co-produced original shows that launched with the brand

  • Oversaw early-stage marketing, visual direction, and social strategy

  • Built partnerships with local artists, stylists, and producers to cultivate authentic community-driven content

Brand Development

Built the complete brand identity including visual direction, color system, typography, tone of voice, content pillars, and audience personas. Established a content framework that could scale across Instagram, X, YouTube, and TikTok without losing coherence. Wrote the brand guidelines and managed all creative partner relationships to ensure consistency across every touchpoint.

Concept:
A freestyle performance series connecting emerging artists with producers who flip royalty-free, public domain music into brand-new beats. Every episode is a raw showcase of improvisation, creativity, and Brooklyn flavor — turning forgotten sounds into new classics.

My Role:
Co-creator and producer. I helped shape the show’s concept, visual identity, and music pairing format. Oversaw branding, set design, and rollout strategy.

Impact:

  • 12 episodes produced in Season 1

  • 150K+ total social views across clips and reels

  • Featured 10+ independent artists and producers

  • Generated strong engagement with fans of underground hip-hop and sample culture

Visual Direction:
Warm-toned lighting, VHS overlays, basement cypher energy meets gallery minimalism. Each frame feels like a blend of Rap City and ColorsxStudios.

PUBLIC DOMAIN

Love From The Stoop

Concept: A dating show that shows you can find love anywhere, even on a blind date on a stoop. The show puts people on a blind date, and asks the contestants questions to see how similar they are.

Role: Co-creator and producer. I was in charge of casting, visual direction, and copy for this show.

The Price Is Tight

Concept: A fashion show where contestants create an outfit based on a theme and strict price limit. A streetwear styling challenge. Local designers. Thrifted looks. Real stakes.

My Role: Co-creator and producer.

Result: 35% follower growth post-launch

There is always a viral moment as long as you are ready to catch it.

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JP Morgan