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HAUL — Building a Brand from Zero
This project was created as part of an Instagram design brief by @thenewbrief — a weekly design brief series for designers looking to build their portfolio.
HAUL is a backpack brand built for people who carry everything and go everywhere. Not a fashion accessory. Not a tactical gear brand. Something in between — engineered for urban life, designed to last a lifetime.
This project was a full brand build from scratch: strategy, identity, product thinking, and campaign content. Everything a brand needs to exist and operate.
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Related posts
A spec email campaign for Yoga Bar
Super Muesli, written and designed
end to end — story, copy and visual system.
THE CONCEPT
The story follows a hostel student
who keeps skipping breakfast — told
through a friend who notices, and
a mother's voice she'd forgotten.
Every visual in this campaign is
written directly onto a yoga mat —
not as decoration, but as the metaphor
holding the whole idea together.
A yoga mat is something you unroll
every time you choose to show up
for yourself. That's exactly what
skipping breakfast is the opposite of.
So instead of a typical food photography
backdrop, the mat became the page the
story is written on — making the brand's
core value, "showing up for yourself,"
literal before a single word of copy
even appears.
THE WORK
Full narrative-driven email — subject
line, story arc, product integration
and CTA — built to make breakfast feel
less like a nutrition reminder and more
like a moment of self-respect.
Format: Email Campaign
Brand: Yoga Bar
Type: Spec Work — Independent
Beautiful.
A friend wanted a logo for his gravel rides. He got a brand, then an app concept.
The whole thing ran through my own AI studio - agents doing the legwork, me making every call. The mark itself is a question mark drawn by the road.
Beautiful branding and a clean app concept. Really cohesive work!
Brand in a Week - Children's Media Brand Identity
Iniminimo is a new generation of personalised children's media - a platform that places the child at the centre of the story. Instead of watching other characters, children become the main character in their own personalised animated music videos, built around real-life milestones and routines.
The challenge: bold and playful enough to delight toddlers, modern and thoughtful enough to earn parents' trust. Expressive illustration, vibrant colour, friendly-but-not-childish typography - exciting without being overwhelming. Nothing generic. Nothing toy-like.
Delivered in five focused days - from strategy to complete brand world - the result is an identity as joyful and full of heart as the platform it represents.
So cute 🥰
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