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Brand identity, web design & dev. Fast, precise, opinionated
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What if the logo wasn't one pose, but six different emotional states of the same character?
That was the core decision on SERO.
A mental health brand. But not the usual: no soft gradients, no open windows, no people looking peacefully at the horizon.
The brief was emotional...
SERO // Second batch
The character system decision, six poses, no canonical lockup, turned out to be the most structurally important call in the project. Most identity systems achieve flexibility through secondary elements, sub-brands, or color variants. SERO's character simply...
PLNE — Accountability at Altitude
An aviation logistics brand that refuses to hide its emissions. The brief was radical transparency. The answer was a visual system that looks exactly like what the company does: files, manifests, data — made public.
What if you could practice your hardest client call before it actually happens?
I built a skeptical startup founder on Character.ai: Series A pending, burned by freelancers before, allergic to vague answers, and used him to stress-test a real discovery call.
He pushed on ROI. On...
