Assassin

As a creative leader, one of the most valuable ways I assess and inspire my team is by designing internal challenges that push creative thinking and reveal each designer’s strengths. This monthly competition is a perfect example. I provide the team with a fictional brand — in this case, a fashion label called Assassin — along with curated assets such as photography, vector graphics, and a logo system. Each designer is tasked with creating a poster using only these ingredients. Responsible for: Creative Strategy • Design Leadership • Concept Development • Asset Creation • Illustration • Graphic Design • Mentorship

Why do I do it?

Because it’s one of the clearest ways to understand how each person thinks, not just what they can execute. It strips away the brief and lets intuition, interpretation, and taste rise to the surface. It’s also a chance to spot emerging talent, identify areas for growth, and have focused creative conversations grounded in real output.

Beyond that, it builds culture. It encourages experimentation, fuels healthy competition, and creates an energy within the team that reminds everyone why we got into this industry in the first place — to make great work and enjoy the process of doing it together.

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