For Vetti, a pet-health startup, our team made orange the signature colour and kept it out of the product’s data states. Orange could carry the brand in a campaign. Inside the product, the colour attached to a score needed its own meaning. Using the same colour for recognition and an alert would ask someone to work out which job it was doing. So the guidelines gave the data palette a separate role. Scores came with plain-language states, and the alert-copy rule was to state the observation, then give the next step. Those decisions belong together. A calm sentence can be undermined by a colour treatment that suggests urgency. If you’re reviewing an identity for a product, put a marketing layout beside a screen that communicates status. Ask what each colour means in each place.

This is beautiful work, and the orange colour choice was a good one, it really ties it all together ♥️

MAE — Art Direction & Brand Visual Identity

A visual identity concept developed for MAE, built around the idea of “Controlled Energy — Movement in Contrast.” The direction explores the tension between individuality and constant movement, using a sharp central subject surrounded by blurred figures to create a strong visual narrative.

The Challenge

The goal was to create a visual language that felt distinctive, contemporary, and emotionally engaging without relying on excessive graphics or conventional branding. The challenge was to communicate movement and energy while keeping the brand feeling refined, minimal, and controlled.

The Solution

I developed an art direction centered around contrast — stillness vs. movement, focus vs. distraction, and individuality vs. the crowd.

The orange environment creates a bold visual signature, while the motion-blurred silhouettes represent the constant movement surrounding the individual. The sharply focused central figure becomes the visual anchor, communicating confidence, identity, and control.

The same visual language was then extended into the brand composition through minimal typography, logo placement, graphic symbols, and structured spacing, creating a system that can work across campaigns, social content, editorial layouts, and brand communications.

My Role

Art Direction · Brand Identity · Visual Concept · Graphic Design · Typography · Brand Composition

I was responsible for developing the visual concept, defining the art direction, establishing the graphic language, and translating the concept into a cohesive brand presentation.

Concept → Art Direction → Visual System → Brand Application

The contrast between sharp focus and motion blur makes the concept feel powerful and intentional. The orange art direction is impossible to ignore.