Founding and Directing A Personal Streetwear Brand GOE
Role: Founder, Creative Direction, Art Direction, Print Design, Photography, Content Strategy, Copywriting, Web Design
I founded GOE, a streetwear brand inspired by the Netherlands: honest, funny and as grey as a Dutch sky. Each piece carries a witty quote that turns an everyday moment into a wearable story.
What I did:
Set the brand vision, tone of voice and visual identity
Designed the prints and the collections
Directed and photographed the campaign shoots
Built the Shopify website around storytelling and conversion
Created a monthly content strategy linked to product launches
Ran in-house content production, combining photo shoots with AI imagery (KREA)
Trained AI on the brand voice to scale copywriting, then edited and approved every post myself
Got the most out of a small team’s time and budget
Result: One consistent, recognisable brand across product, web and social.
Social Media Content Plan
To make the most of a small team’s time and budget, I set up a monthly social media content plan, prepared a month in advance and built around scheduled launches of new prints.
Each month has 4 weekly themes, with 3 posts a week. The themes come from the brand’s Dutch humour, like Stronger Than Dutch Wind, City Life, Dutch Weather Survivor and I Could Have Been Dancing. For every post I planned the caption, the image selection from our campaign shoots, product tags and hashtags.
Before anything went live, I checked the whole month in a grid preview. That way the feed stayed visually balanced and on-brand.
Shown below: the September 2026 plan.
Result: A steady, low-effort posting rhythm, new prints launched with a clear story, and a feed that feels like one connected campaign rather than random posts.
Social Media Content Creation
All content was made in-house. I art directed and produced the visuals, and wrote the copy myself.
To keep up with a weekly posting rhythm on a small budget, I mixed real-life photo shoots with AI-generated images made in KREA AI. Each AI scene came from a creative direction built around the joke in the print. If a print says something about Dutch weather, the image plays that line out literally and with a wink.
For copy, I trained Claude on GOE’s brand voice and sense of humour, so captions stay honest, witty and recognisably Dutch. I edit and approve every piece before it’s posted.
Every post has one job: to bring out the funny meaning behind the print.
Result: A steady stream of on-brand content, made quickly and cheaply, with a consistent voice and look across shot and AI-generated posts.
