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One of the things I love most about branding is discovering how far you can push something that initially feels completely ordinary.
For Vortex Active, I used Inter, one of the most familiar and widely used typefaces out there, and challenged myself to transform it into something distinctive and striking.
It reminded me that great branding doesn't always come from finding the most unusual typeface or the most complicated visual idea. Sometimes, it's about taking something familiar and giving it a completely new personality through composition, typography, color, and a strong visual system.
That’s what makes branding so exciting to me. There are endless creative possibilities hiding inside the simplest decisions.
Vortex Active is one of the projects I’m most proud of, and I’d love for you to check it out.
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