PORTAL Case Study | Brand Building, Apparel & Creative Direction — Zach Smith

PORTAL EXP

I joined PORTAL ahead of its launch in December 2023 as an ownership partner and Creative Director. PORTAL is a human development media and apparel company built around a simple idea: products can be a starting point for something bigger. Beyond clothing, the brand exists to raise awareness around mental wellness, provide education and training, create meaningful experiences, and build spaces where people feel connected and supported.

Our first apparel release, Mind Racing, drew inspiration from mid-90s racing Americana. As we prepared for launch, my coworker Dillon happened to be traveling through Japan. The timing couldn't have worked out better. He captured a series of film photographs that became a key part of the campaign, giving the collection an authentic perspective and visual identity that helped bring the concept to life.

Contributions:
Creative Direction • Brand Development • Apparel Design • Website Design • Email Marketing • Content Strategy • Podcast Production • Video Production • Fundraising Support • Product Development

PORTAL EXP

Person wearing a black T-shirt with a graphic of an eagle and the words 'Experience Portal' and some smaller text underneath.

Back of a person wearing a black long sleeve shirt with colorful text and graphics related to mental sports, with light blue jeans

A person wearing a white T-shirt with colorful racing-themed graphics and text, including 'MIND Racing' and 'Slow It Down!' heather blue jeans, braided bracelet, and a bracelet on the right wrist, standing against a plain white background.

Person with light skin and brown hair wearing a white T-shirt displaying various logos and graphics, including checkered flags and a stylized winged emblem.

Close-up of a woman with long black hair wearing sunglasses and a black T-shirt with pink and yellow text and logos, including a patch on her sleeve that says "PORTAL EXP" and "Show It Down!"

A man wearing a white T-shirt with racing-themed logos and text, along with an orange cap, standing next to cars in an outdoor setting, holding a purple object.

A man with tattoos and a red hat looks at a car part, possibly a motor or clutch, in a parking lot. He wears a white T-shirt with racing-related text and logos.

Person wearing a white racing t-shirt with logos and the words 'Mind Racing, Slow It Down!', standing next to a motorcycle helmet.

Young man standing outdoors wearing a white T-shirt with graphic print, wet from water, with a clear blue sky background.

A man with brown hair in a white T-shirt standing in the ocean, with the shoreline and buildings in the background.

A man standing in the ocean water with a coastline and buildings in the background, smiling and looking to his right.

A person underwater wearing a white T-shirt, with a clenched fist and bubbles surrounding them.

A person in a white T-shirt with a yin-yang face graphic and the word "PORTAL" underneath, is partially underwater at the beach, with waves and the shoreline in the background, capturing both above and below the water.

A person standing in ocean water up to their chest, looking to the side, wearing a white T-shirt with a yin-yang design and the word 'PORTAL' on it, against a cloudy sky.

Underwater view of a swimming pool with a white T-shirt with a logo floating on the surface.

Two young men in white t-shirts and black shorts holding hands on a beach with surfboards nearby. One man wears a black cap with the word 'PORTAL' and looks at the camera, while the other looks downward. Coastal cliffs and houses are in the background under a partly cloudy sky.

Multiple young men standing barefoot on a sandy, rocky terrain with a large rock formation in the background. They are casually dressed in t-shirts and shorts, and some are wearing hats that say 'PORTAL.' The image has a double exposure effect with overlapping figures, creating a layered, artistic appearance.

A young man with shoulder-length hair, wearing a white t-shirt with a graphic design, stands in front of a textured rock wall, looking at his hand with a contemplative expression.

A woman with brown hair in a black T-shirt, looking down and holding her black jacket, standing in a room with green plants, a white background, and wooden walls.

Woman with long dark hair wearing a black shirt and red racing cap, posing against a plain white background.

A person with shoulder-length brown hair standing in front of a white backdrop. They are wearing a black jacket with colorful graphics and text on the back, including the word 'DORTAL' and phrases about mental sports and discipline. To the left side,

A man with dark hair and a beard standing in front of a vintage silver trailer. He is wearing a black T-shirt with an eagle graphic and the words 'Experience Portugal'. His arms are tattoos, and he has his hands in his pockets, looking slightly to the side.

TYPER POSEY TEE

Are you experienced? This hand-drawn shirt was crafted with our good friend Tyler Posey in mind. Tyler’s got a deep love for vintage clothing and motorcycles, so we wanted to create something that really captures that vibe. We poured our passion for that classic, worn-in feel into this design, making sure it reflected Tyler’s unique style and appreciation for all things vintage. So here it is—a shirt that’s not just a nod to the past, but a celebration of the timeless cool that Tyler embodies.

A man with dark hair, wearing a black hoodie with white text, is leaning on a custom orange motorcycle with flame graphics at night. The motorcycle has visible chrome parts, and the background shows a building with lit-up windows.

Close-up of a vintage orange motorcycle with flames painted on the fuel tank, showing chrome and mechanical parts, and a beige seat.

A man with long dark hair, tattoos on his arms, wearing a black sleeveless shirt with partial yellow text, interacting with an orange motorcycle with flaming decals, possibly adjusting or checking something on the motorcycle.

A man sitting on the floor, playing a green acoustic guitar in front of a stone wall, wearing a brown beanie and a black shirt.

A lit red neon sign with the word 'PARKING' and an arrow pointing to the left, mounted on a rusty metal pole against a dark night sky.

A person wearing a gray beanie and beige pants is playing an acoustic guitar surrounded by swirling, glowing orange and yellow light trails.

A young man with dark hair and a beard holding a plate with a slice of sprinkled cake, using a fork in his right hand, wearing a dark hoodie with a colorful pattern on the sleeve, outdoors at night.

A disco ball with reflective surface hanging from the ceiling, surrounded by streaks of bright yellow light creating a dynamic and lively atmosphere.

Close-up of a motorcycle engine with chrome details, red framing, and decorative red feathers attached to the frame.

A man wearing a gray beanie and black shirt playing an acoustic guitar next to a fire.

Long exposure photo of a woman dancing with lighted poi in front of a wooden shed at night, with a large cactus and string lights overhead.

PORTAL EXP

TYPER POSEY TEE

We seek to disrupt and redefine the stigma associated with mental health and provide transformative experiences, affiliation, and belonging.