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SR CHOICE started as a mark, not a logo. Four corners and a pulse — a scanner, not a letter. From that geometry came the whole house: black ground, signal orange, halftone as unit, color grade as mood.
Drop 01 SIGNAL is the first frequency. Ten pieces — hoodie, tee, bomber, cargo, cap, track, crew, longsleeve, tote, overshirt — photographed and merchandised as archive, not catalog. The site is the storefront and the manifesto: full-bleed campaign, editorial lookbook, drop filters, persistent cart, Google / X accounts, wishlist, and order history.
I designed the system, wrote the voice, art-directed the campaign, and engineered the shop (React, TanStack Start, Tailwind).
One frequency. Limited run.
Role: Founder, brand designer, and product engineer <3
Year: 2026 · Mérida, Yucatán
Scope: Identity, art direction, e-commerce
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