WORK OF STEVE LEDER, CREATIVE DIRECTOR & STRATEGIST

Reimagined Athletic DNA, a legacy performance apparel brand, for today's consumer.

Taste isn't something you're born with. It's a skill you develop. Discover how experience, comparison, and intentional practice shape creative judgment in an era where AI has made execution easier than ever.

Thinking about extending your brand into apparel? Before you start building collections, there’s a bigger question worth asking first: does your brand actually have permission to exist in apparel? This is a practical look at what separates meaningful apparel programs from expensive distractions.

The graphic design job of the past no longer exists. As tools and AI democratize execution, the designers who thrive will be those who lead with strategy, ideas, and brand stewardship.

I am the interrobang. The single punctuation mark you keep typing as “?!” or “!?” because no one ever taught you better. I exist to communicate the emotional mess you insist on typing around.

Brand identity and expression for SOLO Golf, a brand focused on modern purpose-built golf apparel.

The number three is simple, complete, and beautiful. It’s a perfect number found in design, nature, and everywhere life exists.

Corona Summer Packaging and On-premise Design

Orbit Gum brand identity and packaging work done while at Interbrand.