Here, you will find brief downloadable reports on my work in design and branding.
Branding, Creative Direction, Design, & AI
AI is disrupting the way we work and the way we present ourselves (and our brands). Although we are still in the early stages of AI, consumers are already annoyed by the “AI slop” that is flooding social media.
In the deck below, I outline my approach to branding and creative direction, from my study of cultural symolism and “archetypes” to brand strategy, design, and integrating AI for greater creativity and faster results.
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.