Identity & Visual Systems

Branding

Brand identities and campaign work — building different collections for CUSCO, my branding agency and service. The first wave includes Concrete, Racing Green and White Stripes, and Sound.

Brand Identity · Apparel
Concrete

Concrete started as a class project — a lookbook for my own brand and apparel. It's the second attempt at capturing brand identity, and led to the inspiration for CUSCO, my branding service (work in progress).

The Process

The goal: build a clothing brand around a concept rather than a person.

How do you turn an abstract idea into something Concrete?
Name it after the thing itself.
What does the word "Concrete" actually convey?
Bold, foundational, grunge, solid, simple — so the brand leans into the literal material, not just the metaphor behind it.
What is Concrete?
Concrete — Shake the Earth closing page
Concrete brand description spread
Concrete — Establish Your Presence spread
Advertisements
Concrete campaign ad — concrete steps
Concrete campaign ad — fragrance bottle
Concrete campaign ad — parking garage
The Collection
Concrete linesheet — outerwear
Concrete linesheet — tops
Concrete linesheet — bottoms
Lookbook
Concrete lookbook illustration 1
Concrete lookbook illustration 2
Brand Campaign · Advertising
Racing Green & White Stripes

A work-in-progress apparel brand under the CUSCO label, built around the color combination of racing green and white — delivering sophisticated and sporty visuals that capture the brand's identity.

The Process

The spark: a Lego set car I loved so much I wanted to wear it — which became a brand built entirely around color: racing green and white stripes.

How does the car make you feel?
Sophisticated, sporty, classy — so the ads had to carry that same feeling.
How do you push the concept further?
By showing the actual product — photography and a commercial are both in progress.
Racing Green ad — poster 1
Racing Green ad — social story
Racing Green ad — wide banner
Brand Identity · Collateral
Crash

A first attempt at building a full brand identity system from a concept rather than a person — spanning a campaign ad, business cards, and event flyers.

The Process

Another class prompt: build a brand around a concept, not a person.

How do you make a streetwear brand without ever showing the product?
Go music-first — drums felt right, punk and edgy. A cymbal crash became the name: Crash.
What ties the look together?
Hot pink and black — pure Blink-182 energy, with words and attitude carrying the product instead of imagery.
Crash campaign ad
Crash event flyer 1
Crash event flyer 2
Business Card
Crash business card — front
Crash business card — back