MODERN GERITAGE
GOBI Cashmere | Creative Direction & Consultancy
Over the course of more than a year, I worked as Freelance Creative Director and Consultant for GOBI in collaboration with Studio Chérie.
The challenge was to define and implement a distinctive visual language that balanced contemporary fashion aesthetics with the brand’s vertically integrated, sustainable cashmere production.
We traveled to Mongolia with Studio Chérie to immerse ourselves in GOBI’s world - visiting the factory, exploring the countryside and understanding the craftsmanship behind every piece.
That journey became the starting point for redefining the brand’s visual identity.
GOBI Cashmere | Building the Foundation
We began by strengthening the foundations, refining e-commerce standards, elevating model casting, and redefining styling to create a more contemporary, fashion-driven presence.
Clear shooting guidelines were introduced to bring consistency across product imagery, while casting and styling shifted the brand toward a more confident, modern silhouette.
This became the base for a visual identity that balances heritage craftsmanship with a sharper, global aesthetic.
BEFORE → AFTER
GOBI Cashmere | Elevating the Product
We translated GOBI’s organic heritage and connection to nature into a clear visual framework that could be recreated consistently, both on location and in studio.
We developed visual guidelines inspired by Mongolia’s landscape, refining light, color palette and composition to create imagery that feels natural yet elevated.
Casting was sharpened, styling became more directional, and product photography was redefined to live seamlessly across e-commerce and social media.
The result: a cleaner, more contemporary expression that retains authenticity while functioning within a global digital context.
BEFORE → AFTER
GOBI Cashmere | CashmeReborn Campaign
The process culminated in a global campaign shot in Mongolia, bringing the refined visual language back to its origin. Building on the newly established guidelines, the imagery translated sustainability and craftsmanship into a clear, contemporary expression, merging landscape, texture, and modern styling into one cohesive narrative. The result marked a decisive shift in the brand’s aesthetic: more elevated, more fashion-driven, yet deeply rooted in heritage.