Designing a brand identity for a postproduction studio means solving a specific creative problem: the brand can never overshadow the work, but it needs enough personality to be immediately recognizable. Caffeine had to feel bold and editorial, something that could sit comfortably next to Hermès and Calvin Klein, without pretending to be something it's not.
My role was to define the full visual system — logotype construction, typographic hierarchy, color palette, graphic language, motion principles, and usage rules — and document everything in a guidelines manual rigorous enough to be handed off to any team, anywhere in the world.
A brand system is only as good as its ability to survive without you. The goal was to build something coherent enough that any designer — in LA, CDMX, or NYC — could pick it up and get it right.
Creating a brand identity from zero for a studio of this level, knowing it would be seen alongside some of the world's most recognizable brands, is exactly the kind of creative responsibility I live for.
Next projects.
(2016-25©)
