Identity, Art Direction
Apple
Shaping cultural conversations through values-driven storytelling, across Apple Services.
Project Detail +

Include:

Asian American & Pacific Islander Heritage Month

Pride

Global Accessibility Awareness Day

Women's History Month

Etc.

Art Direction & Design
with

Isabel, Ariel, Isabel, Calvin, Kyana, Zito, Nicole, Stephenie, Values

Apple Product, Design & Marketing team, Editorial/Production/Photo/Motion

Identity, Art Direction
Comida Corrida
Playful identity blending Mexico's comfort with NYC’s buzz.
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At the heart of the menu is Comida Corrida, a cozy set meal featuring the soup of the day, rice and beans, handmade tortillas, a main dish, and a mix of flavorful sides. It’s Chef Alberto Gomez’s heartfelt tribute to his family’s recipes, celebrating the bold, soul-warming flavors of Oaxaca passed down through generations.

The identity draws from the charm and comfort of Comida Corrida’s roots—traditionally served at homey little spots as a midday break for workers, with handwritten daily menus. It also takes inspiration from the festive flair of traditional Mexican prints.

The design system is a joyful mash-up of lively, interchangeable typography and cheeky folk illustrations. Together, they’re packed with the energy, humor, and vibrant spirit of both Mexican and NYC cultures, creating a visual feast as dynamic as the flavors.

Creative Direction & Design
with

Gene Hua, Web Design & Development

House of Gul, Illustration

Guang Xu, Photography

Website
Parsons BFA Photography Thesis
A dynamic, exploratory showcase for emerging photographers.
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The concept revolves around perspectives—the foundation of any creative practice. For photographers especially, perspectives shape both the symbolic and literal essence of their craft. How does one see the world? What inspires the choice to capture certain subjects, moments, and angles?

The design reflects this idea with a simple typographic play: italics. Often overlooked as a default, italics here become a tool for expression, mirroring the nuanced ways perspectives can shift or stand out.

A custom, dynamic grid-based layout system, paired with randomization, sparks a sense of endless discovery. The design embraces the diverse styles and varying quality of the students’ work, ensuring equitable visibility for all students and moving beyond linear or hierarchical ordering.

Creative Direction & Design
with

Megumi Tanaka, Elina Tanaka, (Sibling Industries), Web Development

Jacob Lindgren, Web Development

Identity, Art Direction
Axios
A reimagined identity that brings 'Smart Brevity' to life.
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Axios, known for its ‘Smart Brevity’ writing style, experienced remarkable early success. However, as the company expanded with new product and editorial offerings, the initial brand identity—designed with a narrow focus on the product—lacked the personality, cohesion, and scalability needed to support a vast range of communication channels. Over time, this led to a scattered, inconsistent brand presentation that failed to reflect the brand’s ethos.

The identity was thoughtfully reimagined with clarity and character, while staying true to Axios’ spirit. A new sans-serif typeface, NB International, was introduced, featuring a custom cut optimized for screen-based communications. The color palette was refined for UI applications with clear hierarchy and specificity, while an expanded palette brought flexibility and liveliness to broader brand expressions.

The art direction for the Axios Newsletter—widely considered the heart of the brand—was completely transformed. Bespoke photo-illustrations were introduced to visually reflect the content with immediacy and personality. A dynamic layout framework and templates were also developed to unify social media, marketing, event graphics, and beyond, ensuring that every touchpoint feels cohesive and streamlined.

The refreshed identity system fully embraces Axios’ unique approach to journalism and storytelling, blending clarity, sophistication, and visual immediacy. It creates an engaging, confident, and unified tone of voice that is unmistakably Axios, setting the stage for future growth and expansion.

Creative Direction, Art Direction & Design
with

Abbie Winters, Kozue Yamada, Design

Aïda Amer, Sarah Grillo, Editorial Illustration

Derek Brahney, Photo Illustration

Stefan Gandl, Neubau, Typeface Design

Al Lucca, Ali Rubin, Christine Roberts, Creative Co-conspirators

Album Identity
Adonis
A rhythmic typographic play on Quarterly's cinematic duet.
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Brooklyn-based duo Quarterly crafts instrumental music influenced by American folk and classical traditions. Imbued with a vivid depth of field and quiet intensity, Christopher DiPietro and Kristen Drymala create lyrical vignettes built on intricate guitar-work and soaring cello lines.

Their third album, Adonis, explores a more dynamic interplay between the guitar and the cello — like “dancing together”, as they put it. They layered textures and found sounds, adding depth and nuance to their sonic palette.

The visual identity, including a typographic lockup and image treatment, mirrors the cinematic duality and rich textures of this latest musical evolution.

Design, Image Treatment
with

Quarterly Music, Music Muses

Identity, Art Direction
Met Fest
A people-powered identity for The Met’s first-ever block party.
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A daylong celebration transforming The Met’s iconic front steps, David H. Koch Plaza, and galleries into a vibrant hub of live music, performances, art-making, and behind-the-scenes experiences. More than just an event, Met Fest—the first major celebration after the pandemic brought the world to a halt—is a love letter to New York and its people.

The identity embraces this people-first, celebratory spirit with an illustration of The Met’s bustling façade, alive with festivities open to all—including the museum’s beloved unofficial mascot, William the Hippo. Bold, DIY-inspired typography weaves through the design, capturing the raw energy of neighborhood block parties, where creativity and community fuel the fun.

The heart of the design is a nod to The Met’s core brand idea: “Life to Art, Art to Lives.” Because in the end, it’s the people and communities that make art meaningful and infuse the city’s creative spirit every day.

Art Direction & Design
with

Daniel Koppich, Design Manager

Alva Skog, Illustration

This is Jelly, Animation

Suhaly Bautista-Carolina, Programming Lead

Exhibition Graphic
Before Yesterday We Could Fly
A speculative period room powered by Afrofuturism.
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In 1857, to make way for Central Park, the city used eminent domain to seize Seneca Village land—a vibrant nineteenth-century community of predominantly Black landowners and tenants—displacing its residents and leaving behind only the barest traces of the community.

Unlike traditional period rooms, The Afrofuturist Period Room rejects the notion of a single historical period, instead embracing the African and African diasporic belief that the past, present, and future are interconnected and that informed speculation can uncover many possibilities.

The graphic identity draws inspiration from familiar elements of Afrofuturist design, applied to a wrapped doorway with reflective material that transports visitors from reality into an imagined space. The didactics were intentionally reorganized and written to challenge traditional museum labeling. Graphics were positioned to interact with artifacts without interfering with them, encouraging visitors to fully engage with the exhibition.

The installation is just one proposition of what might have been—had Seneca Village been allowed to thrive into the present and beyond.

Graphic Design
with

Anna Rieger, Alicia Cheng, Design Manager

Fabiana Weinberg, Amy Nelson, Lighting Design

Sarah Parke, Maanik Singh, Production Artist

Hannah Beachler, Lead Curator and Designer

Michelle D. Commander, Consulting Curator

Sarah Lawrence, Ian Alteveer, Ana Matisse Donefer-Hickie, The Met Curatorial Team

Exhibition Graphic
Kimono Style
A punchy typographic take on the kimono’s cultural exchange.
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The exhibition explores the mutual artistic exchange between the kimono and Western fashion by tracing the transformation of the kimono from the late Edo period (1615–1868) through the early 20th century, when affordable ready-to-wear kimonos (meisen) became highly popular and reflected a more Westernized lifestyle.

The graphic identity draws inspiration from traditional Japanese department store signage and promotional postcards, utilizing bold, punchy typography to emphasize the cultural exchange between Japan and the West.

Graphic Design
with

Alexandre Viault, Design Manager

Dan Kershaw, Exhibition Design

Amy Nelson, Lighting Design

Aichi Lee, Production Artist

Typeface
Ming Romantic 明日体
A re-imagined, modern typeface for the Chinese script.
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Derived from a style of printed type originating in the Song and Ming dynasties, Ming Romantic imagines what a Chinese typeface could be when forms are divorced from the effects of the brush, exaggerated, and taken to their logical ends.

Design
with

Caspar Lam, Yujune Park, Synoptic Office, Creative Direction & Design

Dustin Tong, Gabriela Carnabuci, Design

Identity
Sonic Cloister
A textured interplay of techno euphoria and medieval mystique.
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A series of site-specific electronic music performances, freed from the confines of the dance floor. Sonic Cloister emphasizes the look, feel, and sound of The Cloisters as both inspiration and a starting point for new electronic music.

The visual identity engages with The Cloisters' collection and archival imagery, drawing parallels between techno expression and medieval spirituality.

Design, Collage, Animation
with

Daniel Koppich, Design Manager