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Should every brand have branded merchandise?
I don't think so.
Merchandise only works when it serves a purpose. For some brands, it's marketing. For others, it's culture. For internal teams, it builds belonging. For customers, it becomes a reminder of the brand.
I designed this hoodie concept to explore how a visual identity translates into something people would actually wear.
What's one branded item you've received that you still use today?
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Just wrapped a brand identity project for a luxury residential development in Buckhead, Atlanta.
The Ardley is a 14-unit boutique condo in Chastain Park, one of Atlanta's most established neighborhoods. The brief: bring the brand to life for an investor presentation, with no existing identity and a pre-construction property.
I built everything from scratch: wordmark, monogram, color palette inspired by the mature trees and understated prestige of the neighborhood, typography system, OOH mockups, and interior touchpoints.
Project done through Gerbz Agency.
Check it out
You made the brand 'The Ardley' feel premium!
Less than 8 hours. One clear direction.
Great branding isn't about exploring hundreds of ideas. It's about making the right decisions early.
This concept went from brief to creative direction in less than 8 hours.
After 15+ years, I've learned that speed comes from clarity, not shortcuts.
That's what I enjoy most: helping founders find the right direction before a single pixel is refined.
Here's how I usually approach a new brand:
1. Understand the vision
Align with the founder's goals, audience and what the brand needs to communicate.
2. Define the right creative territory
Identify the strongest references and establish a clear visual direction before designing.
3. Explore the identity
Develop logo concepts, typography and the visual language until the strongest solution emerges.
4. Build a cohesive brand direction
Turn that vision into a creative system that can grow into a complete brand experience.
How do you approach the first stage of a branding project?
I'm currently available for brand identity, creative direction, web design & development.
Open to:
• Full-time remote roles
• Long-term freelance collaborations
• Direct client projects
creativedirectiondesignsystembranddirectionBrand StrategyBrand DesignDesign SystemsAdobe IllustratorAdobe PhotoshopFigma
The idea that speed comes from clarity lands, especially with a full direction built in under eight hours. Which early decision removed the most unnecessary exploration from this concept?
Lucra Project Kickoff — Starting a Rebrand from Zero
Every rebrand starts the same way: a blank page and a long list of questions.
Before a single color or typeface gets chosen, we run a full discovery process: positioning, audience, voice, visual references, and competitive landscape.
The goal is simple: understand the business well enough that design decisions stop being guesses.
Next up: research.
Starting with positioning, audience, voice, references, and competitors gives the visual work a real backbone. Which discovery question usually exposes the clearest rebrand direction fastest?