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Four brand platforms for four companies, 2025 to 2026. One rebrand concept.
For each one I originated the idea, wrote the line, set the visual system, and carried it to every surface: the site, the motion, the social set, the print and the deck.
The direction, the writing and the design are mine. The production is AI-assisted: I build with Claude and Codex, and I deploy what I build.
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Banana Republic
Wayward type. One cut.
Rebrand concept · Independent · Not affiliated with Banana Republic or Gap Inc.
A speculative rebrand of a clothing retailer named after an insult. The name stays. The type carries what the name does.
Every letter leaves the line. The word is Saidiya Hartman’s: wayward. The one R in the name is cut, as wide as the gap between letters. It is the first letter of REPUBLIC, and in October 1937 the army of the Dominican Republic carried out the Parsley Massacre.
On the page the letters wander on their own clocks, and the R trills.
The homepage is re-architected too: one hero, six departments, and Women and Men as a setting rather than a fork.
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Seven Eighty Three
Figure and ground. Nothing in excess.
An identity for an independent systems design practice, and for my own name.
There is one typeface, Archivo. The name is set in three lines, each stretched to the same width, so it reads as a slab. Spacing follows the Fibonacci sequence. Line height is 1.618. There is no gradient, no shadow and no rounded corner.
There is one motion. The letters are thrown and land. Then the slab turns, and the name reads on both faces.
Mad Matter. Artist statement, published as a page and a seven-slide Instagram carousel
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Wild-Lake
Turning complexity into clarity.
An A&R venture, retained research site, and existential mechanics studio for world-class creators. It scouts and develops artists.
The identity is a line: a thin WL monogram, and the name in two lines of Archivo Thin.
The talisman states the slogan as motion. LAKE lands level. WILD tumbles in and settles on it. The stack then turns as one slab. It is delivered in five crops for Instagram and LinkedIn.
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Communal Foundation
Tools and spaces that help people come together, stay organized, and work well as a community.
A systems laboratory and food infrastructure framework under Seven Eighty Three. The brand is a mark, a site and a social system: profile, first post, highlight covers, link card, LinkedIn cover and X header.
It holds two bodies of work. COMMUNITY is a concept for a meal platform run as a civic food commons. The Food API is a specification for localizing food delivery by neighborhood. Neither is a live service.
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CookUnity Commons
Every neighborhood is a table. Every table is served by the kitchen nearest to it.
Status // Proposal. Not a CookUnity product. Its figures are hypotheses.
A proposal to reposition a meal subscription as neighborhood food infrastructure. The unit changes from the subscriber to the neighborhood. It is an opt-in tier, not an overhaul.
I wrote and designed it for CookUnity leadership: the platform line, the model, the economics the pilot must prove, and the ask.
Motion study. The name as a slab, for Instagram and LinkedIn
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Method
How the work is made.
Engineering makes the spirit legible. Spirit makes the engineering worth holding.
The line first
The platform is one sentence before it is a design. If the sentence does not hold, nothing built on it will.
The brief and the idea together
I write the strategy and the concept as one document. The brief is shaped, not answered.
One system
One typeface, one ratio, one ground. Every surface inherits them, so the brand stays coherent across products.
Every surface
Site, motion, social, print and deck. I hold the idea from the first draft to the live deployment.
Direction is mine. Production is AI-assisted
I direct, write and design. Claude and Codex do the production. I check every frame and every line before it ships.
State what is true
A proposal is labeled a proposal. A hypothesis is labeled a hypothesis. The work says what it is.
Record
Chief Systems Architect & Founder, Seven Eighty Three
July 2026 to presentFounder & Talent Architect, Wild-Lake
September 2026 to presentFounder & Systems Architect, Communal Foundation
September 2026 to presentLead, Organic Growth, CookUnity
April 2025 to September 2026Brand Voice & Content Strategy Lead, Kickstarter
November 2018 to July 2023Director of Marketing, VinePair
November 2016 to January 2018
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