PALETTE
A brand built by hand
Palette started with a simple idea: build a brand where the art was the identity.
I created the visual system from the ground up, combining original abstract paintings, hand-drawn typography, illustration, and graphic design into a brand that feels intentionally imperfect and artistically expressive.
Creative Direction · Art Direction · Brand Design · Painting · Custom Typography · Illustration · Packaging · Web Design
ROLE
Adobe Creative Suite · Figma · Photoshop · Illustrator
TOOLS
CREATED
Original artwork · Visual identity · Logo · Custom lettering · Illustration system · Packaging · Merchandise · Digital design · Website
Starting with the art
I took an unconventional start to this project: paint. I created a series of original abstract paintings exploring color, texture, shape, and movement, then used them as the foundation for an identity that expanded across packaging, merchandise, print, and digital.
A polished wordmark felt too disconnected from the work, so I drew the logo by hand and developed a custom lettering style that embraced the same irregularity and imperfection as the paintings. The challenge was turning all of those expressive, one-of-a-kind elements into a system that could actually function as a brand, pairing them with simpler layouts and repeatable compositions that gave the work room to breathe without losing its personality. Palette became an early exploration of something that still shapes how I work today: build enough of a system to make the work coherent, but leave enough room for it to feel alive.