IDENTITY SYSTEM & SIGNATURE MARKS
Strategic marks built to scale across retail, digital and cultural touchpoints
The Challenge
Designing Marks That Endure
A logo is not decoration. It is a structural decision.
I design marks that anchor brand systems, distilled, intentional, and built to scale across packaging, digital, retail, and cultural environments.
Each identity begins with strategic clarity: defining positioning, extracting essence, and translating complexity into a form that feels inevitable.
The result is not just recognition, but authority, marks designed to last, adapt, and lead.
Concevoir des marques qui durent
Un logo n’est pas un simple symbole, c’est une décision structurante.
Je conçois des signes épurés et intentionnels, pensés pour ancrer un système de marque et exister durablement sur tous les points de contact.
Chaque identité traduit une stratégie claire en une forme simple, mémorable et scalable.
PERFORMANCE BRANDS
— PROJECT NAME
Boomsy
— ROLE
Art Direction
Graphic Design
Branding
— DATE
2026
BOOMSY
Hybrid Sports & Lifestyle Venue
Context
A hybrid venue blending gym culture, recovery, bar, restaurant and curated merch.
Intent
Create a bold mark balancing athletic energy and lifestyle sophistication, scalable across space, apparel and experience.
Role
Identity strategy, mark development and spatial brand system.
Business Value
Built to unify gym, hospitality and merchandise under one scalable lifestyle ecosystem, driving both experience and retail revenue.
LUXURY / PREMIUM BRANDS
— PROJECT NAME
NOBLE
— ROLE
Art Direction
Packaging Design
Branding
— DATE
2017
NOBLE
Luxury Cannabis Concept
Context
A West Coast cannabis brand conceived as the Apple of its category — restrained, design-led and culturally elevated.
Intent
Develop a timeless, minimal mark capable of anchoring a premium packaging system and long-term brand governance.
Role
Identity architecture, packaging direction and brand governance system.
Business Value
Designed to position the brand as a premium category leader, enabling controlled retail presence and high-margin product perception.
RETAIL / CPG BRANDS
— PROJECT NAME
THREE JERKS JERKY
— ROLE
Art Direction
Packaging Design
Branding
— DATE
2014
THREE JERKS JERKY
Premium CPG Disruptor
Context
A craft jerky brand built to disrupt a traditionally macho category with bold personality and premium positioning.
Intent
Design a distinctive, shelf-dominant mark balancing irreverence and retail credibility, scalable across SKUs.
Role
Brand identity and retail packaging architecture.
Business Value
Optimized for shelf impact and SKU scalability, strengthening brand recognition in a competitive grocery environment.
CULTURAL / EXPERIMENTAL BRANDS
— PROJECT NAME
HYPERSONIC
— ROLE
Art Direction
Packaging Design
Branding
— DATE
2022
HYPERSONIC
Cultural Venue Concept
Context
A high-energy venue merging sports, live shows, music and rotating pop-up retail experiences.
Intent
Create a kinetic identity capturing speed, hype culture and immersive urban energy while remaining structurally scalable.
Role
Concept direction and experiential identity system.
Business Value
Engineered to generate cultural buzz and cross-channel visibility across events, merchandise and digital environments.
SELECTED MARKS
IDENTITY ARCHITECTURE
— PROJECT NAME
NOBLE
— ROLE
Art Direction
Packaging Design
Branding
— DATE
2017
Minimal does not mean simple.
The Noble mark was developed through months of exploration, from heritage research to structural grid refinement. The objective was to create a symbol that could carry cultural authority while remaining visually disciplined and modern.
Every element serves a function: balance, symmetry, optical weight, and reproducibility across materials. The result is a logo built like a product, engineered, not illustrated.
True refinement is intentional.
A logo should not just represent a brand.
It should define its system.
