GHITIS is an urban-elegant eyewear brand distinguished by its metallic accents and contemporary design philosophy. The brand was conceived to bridge the gap between streetwear culture and refined elegance—targeting a new generation of creators, artists, and visionaries who express individuality through subtle sophistication. GHITIS reflects a lifestyle that merges creativity, confidence, and precision.

The Challenge
The main challenge was to build a distinctive identity for GHITIS in a saturated fashion and eyewear market. We needed to develop a brand that would stand out visually and conceptually—one that would represent both urban authenticity and timeless elegance, appealing to a creative, culturally engaged audience without losing its commercial potential. The goal was to make GHITIS feel aspirational yet accessible, metallic yet human.

Job Role
Creative Director & Founder.

Creative Strategy & Solution
The insight came from observing how modern consumers—particularly in the Latin creative scene—seek brands that mirror their dual identity: urban roots with sophisticated aspirations. GHITIS positions itself as a visual metaphor for that duality.

To create an aesthetic language that feels both industrial and refined, balancing metallic materials with minimalist design. The communication strategy centered on storytelling through texture, light, and form, rather than words—letting the product and visual universe speak for themselves.