Above & Beyond
I began my career as a designer and art director before moving into strategic and creative leadership. While most of my portfolio reflects my role as a Creative Director, this section highlights projects where I stepped back into a more focused art direction and branding role. It also allows me to share my work as a photographer, another way I explore visual storytelling. Altogether, it’s a way to show my ongoing dedication to craft, design detail, and imagery — areas I continue to pursue beyond strategy and leadership.
Carrera – Rebranding a Hidden Player
Though unreleased, this project reflects my love for helping emerging brands with growth potential. A discussion with the founder revealed his passion for sports cars and design, the inspiration behind the name Carrera. What seemed like a weakness became a strength: by hacking the codes of luxury automotive, we built a unique identity for the brand’s shift from B2B to B2C, anchored by the line: “We turn up the heat, not the price.”
I then developed a distinctive brand territory and ATL campaign that reimagined radiators as affordable luxury — powerful, desirable, yet accessible.
A logo inspired by race car aesthetics, paired with the brand line ‘We turn up the heat, not the price’.
Posters
A poster series that hacks the language of luxury car advertising — turning Carrera radiators into high-performance machines, powerful, desirable, and accessible.
TVC – Car Design Style
In a sleek, mysterious, Apple-like black atmosphere, we see extreme macro shots: graphic lines, textures, light reflections, and technical details.
CRISP – Architecture Firm (USA)
Logo design for a U.S. architecture firm. Entirely hand-drawn before being digitized, the identity balances craft and precision. Its sharp, geometric structure reflects the firm’s focus on bold design, technical rigor, and timeless architectural aesthetics.
Photography
My work behind the lens is rooted in human emotion and cultural identity.
In 2014, during my first days in New York, I began capturing fragments of life that reflected my own story.
Though the city is endlessly represented, each frame became an intimate tribute to its diversity and complexity — proof that creation draws meaning from our singular human perception
