Meet ECHO — a creative urban spirit and the face of ECHO, a New York platform for discovering hidden cultural events.

I created ECHO as more than a mascot. He is a humanoid spirit of the creative city: he notices what others miss in familiar places and leads people toward original experiences before they become obvious.

A private rooftop performance in New York. A basement theatre show. An emerging artist’s exhibition. A DJ set somewhere below the subway. ECHO already knows where to go.

He is creative, intelligent, challenging, and deeply intolerant of banality. He has his own attitude: sometimes impatient, sometimes slightly arrogant, always confident that he can see the city’s next cultural signal before everyone else.

For this project, I developed the entire ECHO world from the ground up: the original brand concept, the humanoid urban-spirit mascot, his personality and character sheet, the name, and the stylized condensed typography that became the foundation of the visual identity.

Recraft Explore was especially important in this process. It gave me a strong space to develop ECHO’s visual language, test the character across different applications, and turn one mascot idea into a complete and consistent creative world.

From there, I expanded ECHO into a full brand ecosystem: a city-discovery platform website, an exclusive secret-event invitation, merch, a sticker pack, posters, and short videos that reveal the mascot’s character in motion.

ECHO is not simply a character representing the brand. ECHO and the brand exist together: the platform helps people find the city’s hidden creative life, while the spirit gives that search its personality, perspective, and voice.

Thank you to the Recraft team and the Contra team for the opportunity and support. I loved watching the world of ECHO come alive. 🖤💜🩵

Impressive work!

HOLRIFT is a black cat-axolotl hybrid and the face of the fictional streetwear brand that shares its name. Born from a rift between darkness and spectrum light, HOLRIFT exists at the intersection of street culture and something wilder. Cool by nature, glowing by design: teal gill plumes that catch light nobody else sees, holographic flame trailing every step. HOLRIFT doesn't represent the brand. HOLRIFT is the brand.

Awesome job! So creative.