I was on a call with the owner of a major architecture firm in New York. The founder spent the first 20 minutes talking about their philosophy and abstract concepts. He was looking for a way to capture the soul of a space in their projects. They had a problem with the agencies they worked with. They'd spent large budgets only to receive logo proposals with stylized ancient temples, roofs, or building parts. They hated this literal approach. Architects and technical professionals often communicate conceptually. When this happens, it's better to bring the conversation back down to earth. So I shared my screen and showed him the identity I designed a few years ago for Emme. Emme is an Italian 3D architectural rendering studio I created the visual identity for. I showed him the action built into the typography. The letters are made of pixels simulating a render's calculation process. It's an approach that conveys deep abstraction without relying on trivial symbols. The founder suddenly stopped and said: "You managed to show what they do in a single word." That was exactly what they were looking for. Seeing that logotype was enough for him to understand I could turn an abstract idea into specific typography. The company's action and soul made visually tangible. Trust clicks the second a client realizes you can translate their philosophy into a visual system that works.

This looks clean and well thought out. How long did it take you to bring everything together?

YUMM 🍪 is a brand identity project for a cookie bakery built around the idea that a brand can be experienced as a story, not just a logo.

For this concept, I developed a visual system that combines graphic design and illustration, creating a playful and narrative-driven world. Instead of treating the logo as a static element, I integrated it into a sequence that follows the entire journey of the cookies—from mixing the dough, to baking, packaging, purchasing, and finally enjoying them.

Illustration becomes the main storytelling tool, turning each phase into expressive and engaging scenes. The result is a visual identity that not only communicates what YUMM is, but also how it feels: soft, indulgent, and slightly addictive.

This project was an opportunity to experiment with a more illustrative and narrative approach to branding, where visual identity becomes an experience rather than just a system.

I’m excited to continue exploring this direction and bring it into future projects where storytelling and design blend seamlessly.

yummm.