Tokyo Joe’s needed to reignite its identity and attract new hires. At the request of the CEO, I was tasked with creating a limited-run uniform that brought the brand back to its roots — “the proud and the pierced.” Inspired by raw 2000s band tees, the design leaned into loud graphics, underground energy, and attitude that felt more like streetwear than standard issue. The goal was to make something employees actually wanted to wear — and it worked. The launch led to a 75% increase in job applications, proving that strong brand design can recruit just as hard as it can represent.