Novak Djokovic Foundation
In 2023, I worked with the Novak Djokovic Foundation and Millinsky, on a limited-edition apparel collection designed to raise funds for early childhood education programs in Serbia. The collection, created in collaboration with Paris-based designer Millinsky, was titled “Dreamers Are Champions” — a message rooted in NDF’s mission of unlocking a better future through the power of education. My role was to bring this message to life through graphic design and visual storytelling across a tight but meaningful product line.
My Role
I led the art direction and designed all the graphics for the collection, which included hoodies, crewnecks, and caps. From the earliest stages, I worked closely with Millinsky to shape the tone and visual identity of the drop. We wanted it to feel youthful, optimistic, and globally relevant — something that people would wear not just to support a cause, but because the message spoke to them. I was also responsible for adapting the collection's aesthetic across different apparel formats, ensuring that the visual system felt consistent, wearable, and emotionally resonant.
Design & Execution
The collection came together through fast-paced, collaborative iteration — bouncing ideas back and forth with Millinsky, refining the messaging with the NDF team, and turning around final production-ready designs. We anchored everything around the phrase “Dreamers Are Champions”, supported by graphic forms that felt bold and timeless. A lot of thought went into how the designs would work across sizes, garments, and styles — keeping the graphics clean and statement-driven without losing their warmth.
The Outcome
The capsule was released on the NDF website, with 100% of the proceeds going towards improving early childhood education in underserved communities. The response was incredibly positive, with the message resonating far beyond the immediate NDF audience. Personally, it was one of those rare moments where design, purpose, and cultural relevance came together — and I was proud to play a part in shaping that narrative.
Photography credits: NDF