Two men at a celebratory event, one standing and one sitting, holding glasses of champagne. The man standing has dark hair, a mustache, and is dressed in a dark suit with a white shirt. The man sitting has glasses, a shaved head, tattoos on his arms, and is dressed in a white shirt, dark jeans, and white shoes.

+ Turning premium denim into social influence

+ Turning premium denim into social influence

Cipher New York logo with stylized text. 
CREATIVE DIRECTOR • BRAND DEVELOPMENT

Premium denim built around influence without attention

The challenge was to build a premium denim brand that felt culturally relevant without relying on status, noise, or conventional luxury codes. Working directly with the founder, I developed the strategy and creative system across product, digital experience, and campaign.

BRAND SYSTEM

A MENSWEAR BRAND SYSTEM BUILT ON QUIET INFLUENCE

A scalable brand platform spanning positioning, product language, campaign storytelling, and art direction.

  • Status no longer belongs to the loudest voice in the room.

    Cipher 10 is built for the man who leads through presence—reading the room, bringing people together, and quietly raising the standard for everyone around him.

    He's not the spotlight, but the reason it works.

  • Most premium denim brands sell how you look. Cipher 10 sells how you make others feel.

    Rather than competing on status or self-expression, the brand positions denim as a tool for social confidence—creating a new lane rooted in presence, awareness, and influence.

    A signal of social fluency, not ego.

  • Cipher 10 lives in observation, not performance.

    The brand reveals itself through moments, interactions, and the energy between people. The wearer is not the center of attention, but the force shaping the atmosphere.

    Luxury is expressed through precision, restraint, and quiet confidence.

  • The visual system translates quiet influence into intimate environments, candid movement, and lived-in denim details.

    The palette balances soft editorial neutrals with deep, grounded tones, warmth, and late-night energy. Together, the brand creates a cinematic atmosphere that feels understated, masculine, and quietly expressive.

    Photography is intimate and moody, capturing moments as they unfold rather than staging them for display. This approach creates value through context, closeness, and authenticity.

A color palette chart showing different palette colors with their names and hex codes. The colors include Blue Smoke, Raw Cotton, Signal Orange, Rust, and others, arranged in blocks with their respective color codes and aspect ratios. 
PHYSICAL PRODUCT

BUILDING THE BRAND INTO THE DENIM

Every detail of the denim was designed and developed from the ground up, from the inside label and woven tags to the custom shank. The process focused on creating a fully original piece with thoughtful branding and premium construction.

Close-up of black denim jackets with white patches embroidered with red text, showing buttons and custom stitching details.
Close-up of a person's waist showing dark jeans with yellow stitching and a brown leather belt. Highlighting the custom jean label.
Person wearing dark cuffed jeans and brown leather boots standing on stairs.
Close-up of a metal shank on dark denim fabric with yellow and white contrast stitching
Close-up of a metal shank on dark denim fabric with yellow and white contrast stitching 
DIGITAL COMMERCE

The DIGITAL EXPERIENCE

Cipher 10’s mobile experience pairs a bold, urban visual identity with a clear path from brand discovery to product exploration and purchase. Consistent navigation, focused calls to action, fit guidance, and app integration create a seamless journey designed to deepen engagement without sacrificing the brand’s editorial edge.

Multiple smartphones displaying an online shopping website for Cipher 10, featuring promotional banners, product images, and sizing options. 
CAMPAIGN EXPRESSION

Cracking the Menswear Code

Through cinematic photography, restrained typography, and unposed moments, the Fall campaign positioned Cipher as more than denim—a modern uniform defined by fleeting moments of connection.

Four young people gathered outside a building with a staircase at night. They are dressed in dark clothing and socializing.
Four young people gathered outside a building with a staircase at night. They are dressed in dark clothing and socializing.

“I can state unequivocally that Stephanie’s talents rival those of major international design studios…

For many years, I successfully led and managed world class global and domestic brands at Fortune 500 companies. When I wanted to create a brand iconography and design for my first entrepreneurial venture, I turned to her. Additionally, she is the consummate professional and an absolute pleasure to work with. I look forward to growing my business with her and maintaining a lifelong partnership."

— Andre Branch, VP, Marketing, Ralph Lauren Fragrances, USA at L'Oreal

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