What happens when propaganda designed to erase the self gets pointed at the self instead?

Soviet propaganda spent 70 years trying to erase the individual soul in favour of the collective machine. I pointed that exact visual language at the thing it was built to suppress.

I kept flat 2–3 colour print, no gradients, no softness, ink-on-paper style, and honestly, I didn't expect it to come out this cool. Does it give spirituality or propaganda vibes for you? What other era and modern theme you think would be an interesting blend?

Reads more propaganda to me honestly, the flat color-blocking keeps it too graphic to feel purely spiritual even with the lotus pose. I'd love to see this same treatment turned on social media aesthetics, that curated "perfect life" feed culture feels like its own quiet kind of erasure.

How do you turn a sense into a symbol?

Sensorium is a luxury wellness brand from Dubai built around the connection between the senses, the body and emotional wellbeing.

For this project, I created a visual language around the five senses, with a unique symbol for each one. Each symbol is built within the same circular structure, giving the elements shared proportions and a cohesive relationship, while keeping enough movement to work across different scales, textures and applications.

How important is visual cohesion to you when building or evaluating a brand system, and how do you approach it?

This is a beautiful way to turn an abstract sense into a system—the shared geometry makes the five symbols feel related without flattening their individual character. The balance between repetition and movement should give the identity a lot of range across touchpoints.