Freelancers using Adobe Illustrator in Red Deer
Freelancers using Adobe Illustrator in Red Deer
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Amar Elkaz
Red Deer, Canada
Brand designer helping founders build identities that scale.
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Brand designer helping founders build identities that scale.
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A self-initiated identity system built around a single hypothesis: in luxury B2C, restraint is the differentiator, not the constraint. Fieldwork Studio is a fictional boutique architecture and interior design practice for urban professionals who value atmosphere, materiality, and restraint. The brand was developed to read closer to a private design house than a service business, closer to a monograph than a website. The system is anchored by a single architectural mark: three descending peaks drawn in negative space, reading as a roofline, a threshold, or a hand-drawn signature depending on context. Every decision after that — the six-variant logo system, the warm-toned palette led by Midnight Black and Gold Foil, the pairing of Cormorant Garamond with Geist, the material library of black marble, smoked oak, and brushed bronze — was tuned to hold the same register. Areas explored: Positioning a Creator/Sage archetype that reads as cultured without tipping into cold or pretentious Building a logo system that survives foil, deboss, embroidery, and 16px favicons without losing identity Treating materials as a second brand language, codified alongside type and color with their own ratios and specifications Writing a voice guide that bans the words most luxury brands lean on ("premium," "stunning," "elevate your lifestyle") in favor of specific, material-led language The output is a 12-section identity book covering positioning, mark construction, lockups, color ratios, typographic pairings, voice, photography direction, material library, and applications across stationery, packaging, signage, social, and web.
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Print is not dead. It's just raising the bar. Canvas Magazine (Summer 2026, Issue AB) is an independent editorial publication built around art, culture, style, and inspiration. The brief was clear: design a print magazine that could hold its own on a shelf next to Kinfolk and Architectural Digest — while speaking to a completely different audience. The design direction leans into controlled chaos. Raw, expressive artwork by Art by Bart anchors the visual identity, with a high-contrast black editorial system built around it. Rather than competing with the cover art, the typography works with it — oversized masthead, bold section headers, and a tight three-color palette (white, gold, red) that gives structure without softening the energy. Key design decisions: Cover system: Full-bleed artwork with a layered typographic hierarchy — masthead, feature callouts, and badges coexist without crowding Interior spreads: "Beyond the Lines" feature uses an asymmetric layout to mirror the editorial content — breaking the grid where the story calls for it Newsstand positioning: Designed to command attention in-context, not just in isolation. The cover reads at distance and up close The result is a magazine identity that looks like it belongs in culture, not just on a shelf.
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Custom lettering mark for Kenny D, an electronic music artist rooted in high energy and urban culture. The Brief Kenny D needed a mark that could hold its own across stages, merchandise, and digital — something instantly recognizable without relying on color or complexity. The Approach The wordmark is built entirely from custom letterforms, engineered so the negative space collapses into a single unified shape — a diamond silhouette with directional tension. Every cut and angle references the sharp, kinetic energy of electronic music. Nothing is borrowed from existing typefaces. The system scales across three expressions: Wordmark — full name lockup for primary use Emblem — wordmark contained within the diamond form, optimized for embroidery and print Icon — reduced mark for app icons, stickers, and small-format applications The Result A brand mark that works as hard as the music behind it — built for merch drops, festival visuals, and everything in between.
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Naughty Palettes Design needed a brand identity that matched its energy — bold, expressive, and impossible to ignore. The mark is built around a flame character: a mischievous face embedded within fire, communicating passion, creativity, and a design sensibility that doesn't play it safe. The gradient moves from deep red (#FF1E00) through orange (#FF7A00) to yellow (#FFE600) — a deliberate progression that mirrors the intensity of the creative process from ignition to output. Typography reinforces the brand personality. The custom-style wordmark is chunky, confident, and carries a streetwear-adjacent edge — sitting in contrast to the "Design" sub-brand treatment, which grounds the playfulness with something more structured. The identity system scales cleanly across touchpoints. Business cards use the flame curve as a layout device, dividing the card into a branded front and clean reverse. Applied to merchandise — a black cap — the icon holds its own without the wordmark, proving the mark has the strength to function as a standalone asset. Three words. One direction: Creative. Bold. Impactful.
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