Hiraya Vintage is a local brand rooted in the Tagalog concept of “hiraya”—the fruit of one's hopes, dreams, and aspirations— Inspired by high-fashion editorial formats, I crafted a visual strategy focused on cultural pride, seasonality, and brand collaborations to build a loyal community.

Strategy: Through various user survey's we wanted to understand what people wanted to see visually out of a small business clothing brand. The answer was unanimous: Show us a cool story. This helped us position Hiraya as a values-driven lifestyle brand through authentic seasonal campaigns.

Execution: Directed and photographed seasonal lookbooks styled with contemporary design, distributed across Instagram and pop-up activations. Not only did this stick to the roots of the brand, but also showed individuals how the clothing looks, feels, and wears out and about in daily life.

Results: This approach drove amazing engagement across events and social platforms, resulting in a 15% year-over-year sales increase, and 25% follower growth, and multiple ongoing brand/pop-up collaborations stemming from its rising influence.