Andreu Martínez
VIDRIO| Creative Atelier & Art Direction by Andreu Martínez
Nórd — Brand identity & campaign for a fictional alpine optics brand
Nórd isn't a real product. It's a self-initiated portfolio piece — a fictional high-performance ski goggle brand I built end to end: naming, logo, brand system and full campaign. The goal was to take technical winter gear and give it the restraint and desirability of a luxury fashion label.
Process
As always, analysis before execution. I studied the codes of technical eyewear and alpine editorial — cold light, mirrored lenses, balaclava styling — and anchored everything to one idea: clarity in the whiteout. The name Nórd (north) drove the system, and the accent over the Ó became a "north tick" — a diacritic that doubles as a compass mark, the single spark of colour in an otherwise monochrome identity.
I built a mini brand manual (logo, colour, typography and an "N-System" of model and temperature codes like N-09 / −09°), then art-directed a full editorial campaign across registers — heroic low-angle portraits, cold atmospheric product shots and clean packshots — tied together by one visual system.
Direction & craft
Imagery was produced through my Augmented Art Direction approach: AI used as a precision instrument under tight creative direction, then refined by hand so the set reads as one campaign, not a folder of generations.
Deliverables: naming & verbal identity · logo & brand manual · art direction · full campaign · retouching · copywriting.
Design & direction: Vidrio.
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Caelum — Concept project (fictional brand)
Caelum isn't a real product. It's a self-initiated portfolio piece — a fictional daily collagen gummy I built end to end to practise taking a clinical category and giving it clean-beauty desirability.
The name (Latin for "sky") set the direction: clarity. Skin, clear as sky. Form came before colour — I skipped the generic supplement jar for a sculptural asymmetric bottle, with a wide mouth for the gummies and matte soft-touch plastic instead of glass (glass would've been dishonest for something you open every day — the luxury is in the touch, not the shine).
The campaign was directed through my Augmented Art Direction approach: AI as a precision instrument under tight direction, then unified by hand in Affinity so the set reads as one campaign.
Real question for you: does the matte plastic feel more premium than glass here, or less? Curious where people land. 👇
Design & direction: Vidrio.
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SALVAGE — A Patagonia concept campaign.
A self-initiated project exploring how a real environmental problem — the fabric waste generated on factory cutting floors before a garment is ever made — can become the product itself.
The idea: 5,000 jackets built entirely from factory offcuts headed for landfill, assembled by hand through Patagonia's existing Worn Wear repair network. No two alike. The mismatch isn't design — it's the material showing where it came from.
The project covers the full campaign: insight, naming, art direction, product photography prompts, lifestyle imagery, a 30-second case film, and social content — all developed as a fictional activation around a brand with a real sustainability infrastructure to support it.
A concept by Vidrio Studio.
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Project closed: brand identity for HYPNOS, a premium streetwear brand.
The client came to us with an intuition — "Dark Luxury Nomad" — but no system. Our job was to turn that mood into a precise visual language: we developed three complete artistic directions and engineered a hybrid (70% Flash Protocol, 20% Silver Noir, 10% Loud After Dark) instead of forcing a single winner.
The result: a hand-stamped wordmark, a wine magenta owl as the brand's visual signature, photography rules, and a 16-section brand guide any collaborator can execute from without ambiguity.
Every image was produced with AI generation under human art direction, refined with professional photo retouching. The machine generates; we decide.
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