My role covered naming, logo design, and brand voice, as well as creative direction across campaigns, social media, and packaging.
I managed day-to-day content production—photography, styling, editing, copywriting—and maintained a consistent, recognisable presence across platforms. From conceptual storytelling to technical execution, I built a brand that functions across physical and digital touchpoints while staying resourceful and low-budget.
The branding system was designed to support a wide range of digital and physical applications. Custom vector graphics, type treatments, and colourways were created to adapt seamlessly across product packaging, digital shop assets, social media templates, and internal collateral such as “staff picks” highlights. The design language uses a retro-adjacent palette of orange, pink, yellow, and dark green, with graphic elements that emphasise layered compositions, rounded symmetry, and repeating patterns.
Key deliverables included a modular logomark in multiple lockups, supporting iconography, grid-based layouts for web and print, and digital merchandising assets. Each component was tested in mock product applications—mugs, t-shirts, bags—to ensure legibility and impact at various scales.
The final identity balances consistency and spontaneity, with a system that’s recognisable yet adaptable to future use.
Tools used: Adobe Illustrator, Photoshop, InDesign.
The visual direction combines retro linework with a simplified screen-print aesthetic to enhance print clarity and wearability.
I developed original character artwork and integrated movement and rhythm through flame motifs and vinyl cues—aligning with Sammy’s energetic sets and visual identity.
I created a few concepts and for each handled art direction, illustration, composition, and production prep.
The work references garage culture and retro typography, using structured visual elements and tactile illustration to maintain a sense of motion and weight.
Each visual decision was made with wearability and screen-print translation in mind. 2/4 designs shown
As part of the core creative team at STO5I, I contributed to the development and execution of the platform’s visual identity and communications across multiple campaigns and initiatives. My responsibilities included designing core brand assets, building visual systems for both digital and print materials, and developing adaptable frameworks for communications across changing political and cultural landscapes.
I handled creative and editorial work for internal documentation, event promotion, printed matter, social media, and outreach materials. I also supported strategy development for audience engagement and led design production for ongoing projects with local and international collaborators.
The work required a balance between visual clarity, social sensitivity, and quick turnaround across multiple media formats. I often worked independently, managing deadlines, stakeholder feedback, and the implementation of consistent visual direction.