Branding

Visual Identity with a point of view.

Speaking clearly across pages, screens, packaging, editorial design and everything in between.

For me, Branding is less about designing a logo and more about deciding how an idea behaves once it leaves the logo behind.

My work in art direction and creative direction spans very different formats and audiences: the deliverables change, but the underlying job remains the same: understand the brand, find the visual language that communicates it, and make that language work wherever people encounter it.

In reality, this means directing photography, developing a campaign concept, building a social media system, translating a character into a physical object, designing a banner that has to be read from across a room, or shaping a video from the first frame to the final cut.

I particularly enjoy the moment when strategy becomes tangible. A brand should not only look coherent in a presentation. It should behave coherently in the wild.

Patagonia Sin Represas

As the agency Art Director for the Patagonia Sin Represas campaign opposing the HidroAysén dams in Patagonia, Chile, I created the campaign’s photomontages, transforming breathtaking original photographies by Pablo Valenzuela, Linde Waidhofer, and Augusto Domínguez into detailed post-apocalyptic visions of our sacred landscape slashed by power transmission towers. I refined the work with Douglas Tompkins and adapted the visual system across countless print, outdoor, television, and merchandise pieces.

One campaign, countless applications. Until we won.

Tree Plushies - Branding.mov

Plushy Tree Army 🌳

I turned two highly specialized agricultural products into a pair of friendly tree characters, then took them all the way from concept to a very real plushy army. I developed the characters, patterns and construction, sourced materials, coordinated local embroidery and sewing workshops, cut thousands of pieces by hand, sewed half the plushies myself, and designed and made 400 cotton bags to go with them.

Bespoke branding, built from scratch and made in Chile, one tiny tree piece at a time.

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