Behind the Scenes with Jorge Peniche: How Nipsey Hussle’s Vision Continues to Inspire a Brand

In the world of branding, few carry a narrative as organically as Jorge Peniche. With years of experience behind the scenes—wearing hats as a photographer, designer, road manager and brand strategist—Peniche defines himself as a "Professional Day Laborer," a nod to the immigrant hustle that shaped his journey. "I wear many different hats," he said in a recent interview on Brand It Like a Pro. "But the goal is always to make something better than when I first touched it."

A multidisciplinary creative, Peniche credits his success to intuition, constant learning and an undying respect for storytelling. His path wasn't polished by privilege; it was carved through grit, relentless curiosity and a drive to contribute meaningfully to every project he touches.

How Myspace and Intuition Led to Nipsey Hussle

The relationship that would define much of Peniche’s early career began in the mid-2000s—through the now-vintage platform Myspace. Introduced to Nipsey Hussle's raw street storytelling by a friend, Peniche was immediately captivated. "It felt nostalgic and brand new all at once," he recalled. The music’s authenticity, combined with Hussle’s intelligence, pushed Peniche to reach out.

It wasn't Nipsey himself but perhaps his page manager who responded, inviting Peniche to a video shoot for "Hussle in the House." Their handshake at a Shell station on Crenshaw and Slauson marked the start of a relationship built on mutual respect. "Everyone was there for him, but he still made it a point to introduce himself to me," Peniche said. "That spoke volumes."

From Photographer to Brand Builder

Initially collaborating on editorial pieces, Peniche's work evolved with Nipsey's needs—photographing album covers, managing visuals and eventually becoming part of the nucleus that shaped the Marathon brand. Their work together on repackaging "Bullets Ain’t Got No Name Vol. 3" deepened the trust between them. Later, sharing a studio space led to even greater collaborations.

One of their most impactful moves came during Nipsey’s transition away from a major label system. Opting for independence, Hussle envisioned a brand that told a fuller story—not just the streets, but his entrepreneurial spirit, his humanity. Peniche helped translate that vision visually, avoiding clichéd depictions often thrust upon West Coast artists.

Learning Branding Through Real Hustles

Peniche’s branding expertise wasn't born in a classroom. As a teenager reselling sneakers and drop-shipping DVDs on eBay, he quickly learned the importance of presentation. "Everyone’s selling the same product. Branding—through photos, reputation and trust—makes the difference," he said.

From snapping clean product shots to crafting better listings, Peniche understood branding as an experience rather than a logo—a lesson he would later apply at much larger scales with artists and clothing brands.

Building The All Money In and Marathon Clothing Visual Identities

When Nipsey wanted a rebrand for All Money In, Peniche delivered. The original logo—an armored truck—was iconic, but the new design needed versatility. Inspired partly by the clean symbolism of E! Entertainment’s logo, Peniche created a thick, symmetrical dollar sign embedded with an "A" and "I" — initials for All Money In.

"We threw a circle around it, tightened up the stroke, and it just made sense," he said.

Initially reserved only for team members, the logo gained cultural currency through strategic exclusivity. "We made it the crown jewel—something people had to associate with consistency and excellence," Peniche noted.

The Marathon Clothing brand expanded on this ethos, blending the grit of Crenshaw with sleek design sensibilities. From the storefront at Slauson to collaborations with Puma, Peniche and the team focused on long-term value, not passing hype.

Carrying the Marathon Forward After Nipsey's Passing

The Marathon didn’t end with Nipsey’s death. For Peniche and the rest of the team, the challenge was honoring a vision without its originator. "We always ask, 'What would Nip do?'" Peniche said. "He trained us to think resourcefully."

Although mistakes were inevitable, the mission remained clear: stay rooted in inspiration, authenticity and community uplift. Nipsey had already laid a framework—through teaching, collaboration and his inclusive leadership style.

One major testament to that vision was the ongoing collaboration with Puma, secured because Nipsey insisted it benefit not just him but the Marathon brand. "Either my team comes with me, or I'm not coming," Peniche quoted Nipsey saying.

Understanding the Emotional Core of a Brand

More than design or marketing, Peniche emphasizes that branding is emotional work. “At its core, branding is storytelling. It’s about trust. It’s about identity,” he explained.

For Marathon Clothing, that meant staying away from fashion’s high couture lanes and staying focused on approachable, authentic streetwear. Staples like the Crenshaw logo hoodie became cultural artifacts precisely because they were built from lived experience, not manufactured trendiness.

Lessons for New Creators: Start With Passion, Not Chasing Trends

Asked about advice for aspiring brand builders, Peniche stressed clarity of intention. “Start with something you’re passionate about,” he said. “If you’re just chasing a bag, the first roadblock will make you quit.”

Passion fuels perseverance, especially in an era where trends shift overnight. Peniche also encouraged creators to mine their personal stories—because real connection comes from authenticity. "There’s riches in niches," he added. "You can’t please everyone, and you shouldn't try."

Expanding His Personal Brand: Legacy Moves

While much of his energy remains committed to Marathon Clothing and All Money In, Peniche is also focused on expanding his personal brand. Projects in the pipeline include a photo book commemorating Nipsey's legacy—timed with an upcoming documentary series—and new ventures in portrait photography and storytelling.

"At one point, I was my own publicist," he laughed. "Reaching out to publications all over the world, just trying to get my work seen." Today, his focus is sharper: build deliberately, tell meaningful stories, and elevate others along the way.

The Spirit That Keeps Him Moving

When asked what keeps him going, Peniche points to the immigrant spirit instilled by his family. "You see your parents come here with no promises and still make it work. You owe that sacrifice," he said.

Beyond personal drive, there’s also loyalty—to his family, to Nipsey, and to the vision they built together. "I carry a huge chip on my shoulder," he admitted. "Not just for me, but for the people who believed in me."

With two young sons, Peniche sees his journey not just as a personal race but a relay. "I may not cover all the ground I want to in this lifetime. But they will."

Final Word: It's Always the Marathon

For Jorge Peniche, success isn’t a sprint; it’s a disciplined, deliberate journey. Whether designing a logo, managing a tour, or building an ecosystem of brands, he’s moving with intention, fueled by heritage, passion and an unshakeable commitment to storytelling.

"Slow motion is better than no motion," he said. "It's about the marathon, always."