Here, you will find brief downloadable reports on my work in design and branding.
Branding, Creative Direction, Design, & AI
Design without emotional or psychological depth is empty. Below, I explore my strategy with fashion brand ORTTU.
ORTTU Branding Archetypes
Archetypes have become a popular framework for understanding brands. However, the 12 “archetypes” typically used are largely invented, and can lead to more confusion than clarity. For ORTTU, I referenced my studies in symbolism to create a different and more powerful model for defining the ORTTU consumer (called “dreamers,” collectively) and creating extremely high customer loyalty.
ORTTU Magazine: OPEN
OPEN print magazine was created primarily as a gift for HLTV customers. I concepted and edited the magazine, working with photographers and a layout and graphic designer during its creation. OPEN was also sold via ORTTU’s e-commerce site.