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Mockups are great, but when presenting a visual identity to clients, we always include a slide explaining the thinking behind the logomark and connecting it back to the strategy.
It makes feedback and further revisions so much smoother too
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AMSW — Brand Art Direction & Visual Identity
A visual direction developed for AMSW, combining premium sportswear with a dark, minimal, and performance-driven aesthetic.
The concept focuses on discipline, intensity, and controlled energy, using cinematic photography, deep blacks, cool blue tones, bold negative space, and minimal typography to create a strong and recognizable visual language.
I developed the art direction across campaign imagery, brand compositions, typography, logo applications, and lifestyle visuals, with the goal of creating a premium identity that can translate across apparel, digital content, packaging, and future collections.
Role: Art Direction · Graphic Design · Brand Identity · Visual Direction · Campaign Design
Tools: Adobe Photoshop · Illustrator
Is this made with AI?
Amazing attention to detail! The gold foil effect looks so luxurious.
Product photography for @sehthaircare, a haircare brand. AI generates in seconds — the work is deciding what to generate, and making it hold up afterwards. Art direction & retouching: Vidrio Studio.
The work is deciding what to generate and making it hold up afterwards is the honest version of the AI workflow most people skip over. Art direction and retouching are exactly where the human judgment still lives. These Seht shots look genuinely premium, not generated.