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Recent work — the two things I keep on the same desk: brands with a point of view, and the AI systems that quietly run a business. Filibustero, a Caribbean seafood brand with a privateer's soul. Martin's Tree Solution, my family's company rebuilt top to bottom — a bilingual identity carried from the truck to the business card, a 24/7 AI receptionist that books jobs in English and Spanish, and a back-office that runs itself. Brand and systems, same hands. Built in Miami, in two languages.
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Brand Identity for Propane
Propane is an experience-led platform firm that helps organizations sell and scale complex offerings. We operate between traditional agencies and large
consultancies: strategic, but accountable to what actually gets built.
The brand identity for Propane is built as a disciplined, scalable system that
reflects its role as an experience-led platform firm operating between agencies and consultancies. Positioned at the intersection of human-centered thinking and industrial-grade complexity, the identity resolves this tension with calm confidence—balancing precision, systems logic, and usability without leaning into coldness or superficial warmth.
View full project and more structured context on the link above or my profile.
Feel free to share your constructive feedback ⚡
Yooo this visual language is great🔥
Vetti brand identity is out.
Smart health collar for dogs. The brief: make it feel like something you'd hand a life to. Not a gadget. Not a clinic.
Worked under @Daniel G Bright and @Bright Studios — they built the strategy, I built the system.
Trail mark. Roobert. #FF4E06. One typeface, two weights, no exceptions.
The emotion comes from the animal. The information comes from the technology.
Clean design 😍
How much can you remove before an idea disappears?
The Aphrology mark started with the Venus de Milo.
I progressively stripped away detail, keeping only the curves necessary to suggest Aphrodite while simultaneously constructing the letter A, the initial of the brand.
The final symbol lives between recognition and abstraction.
Aphrodite → A → Aphrology.
Lovely work Lorenzo! 🚀
