Jermaine Bleu is a fashion brand known for its contemporary take on Ghanaian heritage, blending refined tailoring with expressive, emotionally driven design. The brand often draws on the founder’s personal narratives to inform its collections, creating pieces that are both intimate and empowering. We partnered with Jermaine Bleu to craft the campaign concept and visual direction for their SS24 collection, A Letter to Her—a poetic tribute to the designer’s late mother. Our work included developing a cinematic moodboard, voiceover script, and storytelling framework, alongside recommendations for extending the brand’s identity across colour palette, photography, and graphic applications. The result was a cohesive creative guide designed to support the brand’s evolution while honoring its deeply personal narrative.