Jesus Freak is an apparel brand that reclaims a term once used to mock radical evangelists of the 1960s and 70s, redefining it as a symbol of pride for individuals unapologetically devoted to Jesus and unafraid to live that identity publicly. Built from an initial concept by Isaac Bilbao, he wanted me to flesh out the idea into a fully realized brand system through design and storytelling.

The creative direction behind Jesus Freak was shaped to reflect this fearless spirit, where both visual language and garment execution is designed to communicate confidence, passion, and authenticity. Through mood boards, aesthetic exploration, and concept refinement, we established a cohesive identity that translates to wearable items. The project extended from branding to designing the first four merch drops, advertisements and website design, and close coordination with manufacturers to bring the pieces to life.

Follow the journey of this brand here.