Concept · Visual Direction
Merge
A visual direction project exploring how two opposing worlds can merge into a single coherent identity.
- Client
- Self-initiated
- Role
- Art Direction · Concept
- Timeline
- 3 weeks · 2025
- Deliverables
- Concept, Visual direction, Mood & references
Context
Merge started as a small experiment: take two visual worlds with nothing in common and find the seam where they could meet.
Approach
I built a mood and a small set of compositions that lived in both worlds at once — softness against structure, warmth against cool. The brief became a constraint that sharpened every decision.
Outcome
The project became a reference I now use with clients when I need to argue for a direction that doesn't sit neatly in one box.
Selected visuals
Next project
Spa World Bondi →
A full visual identity and marketing overhaul for a Bondi Junction day spa — from logo redesign and brand guidelines to promotional collateral, photography direction, and digital content.