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?

XNOMAD — Brand Identity Design!

XNOMAD is a premium modular camper brand based in Scandinavia, offering both rental experiences and ownership of off-road pickup campers.

The goal was to create an identity that could sit naturally between two worlds:

Scandinavian minimalism + rugged outdoor capability.

Rather than following the typical loud adventure aesthetic, we kept the system clean, modern, and confident, reflecting XNOMAD's idea of quiet luxury and freedom.

The identity was built around a distinctive X, supported by a minimal wordmark, bold blue palette, typography, graphic patterns, and applications across digital and physical touchpoints.

Wake Up Anywhere.

One of those projects where simplicity did most of the talking.

The blue visual system and mockup presentation work so well together.