Levi's internal tech in 2021 was becoming more and more vital for the company's growth. As Levi's tech team grew, the need to recruit the best talent and make their mark as innovators became vital but the lack of digitally native brand limited their ambitions. I created a new powerful brand to show their digital credentials, speak native digital to the best talent in the world and became leaders in form as well as in practice. The resulting articulation digitised denim and the Levi's spirit into a unashamedly high tech brand that could finally compete with Amazon or Google for the best talent in the world.

TechLab is a 2019 brand proposal for the tech innovation team at Levis. I created a variable type that sadly could not complete but showed a lot of promise. The idea of the digital fabric served as the inspiration for LS&CO Tech.

This was another route for TechLab Levis that in fairness was not very appropriate but I still find it interesting enough.

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Youtube — I participated in the Youtube refresh brand project as part of the Saffron team. I focused on digital language implications and graphical exploration. Check out the rest of the project at Saffron's website.

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Reason — This was the studio I worked for as a Head of Product Design and even though we had been delivering amazingly big and successful projects for years, our brand had not being able to keep up. It was time to refresh.

I led the brand refresh processes and this time I was wisely advised to look for help and a new visual take. I decided to take the opportunity to collaborate with a small and super young Spanish studio Brutto and it turned out to be a fantastic decision. I had tons of fun collaborating with Brutto, we fuelled each other with more and more crazy ideas that then crystallised in a new and energetic atom based brand.

The team and specially the company founders were super happy with the new brand and the system itself proved to be highly flexible, memorable and easy to use. Super fun project.

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ForMore — The UK public was not ready for retirement and the legacy pension industry was not helping. ForMore was a startup that was finally going to revolutionise the industry for good.

I led a branding exercise which included naming and visual identity. I was lucky enough to lead an insanely talented design team that delivered one of the best brands I have ever worked with. My buddy and long time collaborator Matt Gill came with the winning route we both helped to articulate and guideline.

Please note that all these images are used to concept illustrative purposes.

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twoBirds —  I worked in the brand creation and brand manual for twoBirds, the technological sister brand of the international law firm Bird&Bird. I had the luck of creating a digital-first simple, robust and practical brand that the client loved at first sight.

Brand and app concept for a resurgent insurance company focusing its business in the digital realm.

Fast Forward Education (2018) — Small identity for a private tutoring British company that helps students with elite educational institutions admission and studies.

Popcoin — Brand design and brand book planning and design for this new Spanish online bank.

El pequeño angular (2010) — I had the opportunity of developing and designing the brand for this bistro located in Monterry, Mexico. I worked identifying the restaurant's target audience, defining the brand values and designing the name and graphical representation as a natural synthesis of the brand values. Download the brand strategy here.

MuchoMove (2004) — A new type of ad network focused on moving images for physical spaces.

Whitebrand (2005 — This is a brand experiment I imagined on an afternoon a long time ago.

Vioyoi (2004) — Brand and name for an ad netowrk for small digital TV channels.