Atoms
Branding & UI
2021–2022
![](https://freight.cargo.site/t/original/i/65012bf2a8416a0ec1ddd748caefe73c32e7637606722169c125df7d546cffa8/atoms-model-001-purple-crop.jpg)
During the busy holiday season of 2021, I joined Atoms, a NYC-based sneaker start-up, full-time as their Senior Designer to plan and execute all brand design tasks. I completed a rebranding of the entire company, branded a new shoe model, lead creative direction for marketing campaigns, instituted the design system for digital projects, and much more.
Hero image photographer: Julien Roubinet︎︎︎
Hero image photographer: Julien Roubinet︎︎︎
![](https://freight.cargo.site/t/original/i/7c69fe8f31dc41b7525842c3159ccadbecdbef375339d07aedaf1daef6bd5037/atoms-logo-1.png)
The new logomark is an “atomized” version of the previous, which reduces the overlapping loops to simple dots.
![](https://freight.cargo.site/t/original/i/14c93ac0467a4b7357843d7a09f7ecf3b180870d1fb2beda936e35481d76ea73/atoms-logo-sign-on-mercer-st-popup.jpg)
Atoms sign in front of the flagship store on 27 Mercer St, New York, NY.
![](https://freight.cargo.site/t/original/i/62496919381bf36ae805f15d0a0d7153ee98348c2f8017ebfd704849977c8ea0/atoms-web-1.jpg)
Atoms website, utilizing an all-new design system for its various e-commerce components.
![](https://freight.cargo.site/t/original/i/28315cb401ad96250b13c93f5eafbabf6f52d1bc4bd54ba3626e1d1c43b94686/atoms-pdp-mobile-5.jpg)
![](https://freight.cargo.site/t/original/i/8b3e8aa4b1a826e64da01044fcc2e61b017329c4b0f26b4a34c846af5495b245/atoms-model-001-black-top-3000x3750.jpeg)
![](https://freight.cargo.site/t/original/i/71adf06a719a83282abf7d3a08a4548db8b4bd7be54355497aaa23b8f0b4e8eb/atoms-model-001-black-bottom-3000x3750.jpeg)
Model 001 product detail video made to highlight its effortless and flexible t-shirt-like properties.
AAG
Visual Identity & UI
2021
![](https://freight.cargo.site/t/original/i/b2f34fb12039ee6d1941ff26f18dc437401c89742628e9ada397f43748f87a05/aag-1.png)
AAG is both a romanization of the Urdu word for “fire” and an acryonym for Atoms Art Gallery. In October 2021, I made the branding for a new art gallery that existed within the headquarters of the Brooklyn-based sneaker start-up Atoms. Knowing the background of the name, I drew this flared, sharp approach for the letterforms of the logotype; in my mind, the letters needed to look contemporary and feel dangerous like a flame.
![](https://freight.cargo.site/t/original/i/5930d43f61c6306fb2e87ce5246a8871c48bec26f7092486ef4682e713c0f3a7/aag-homepage.jpg)
Black Phoenix Games
Branding & UI
2021
![](https://freight.cargo.site/t/original/i/de1da8d66ea039663df665032cf2079f420f4dc432b6f9560d7ed23805713a61/bpg-art-3x2.png)
I designed a logo and a website for the distributed video game studio, Black Phoenix Games, in 2021. The logo, a “black” phoenix, is meant to be the opposite of a regular fiery one: cold, sharp, in a perpetual solid state. I looked to crystals/glass, steel, and black holes for inspiration; things in the universe tempered under immense pressure and heat loss. The entropic conclusion of a star. The diligent formation of something special with fortune and skill.
Visit Site ︎︎︎
Visit Site ︎︎︎
![](https://freight.cargo.site/t/original/i/368fe16b57572a360ab785064c0619c65337b7fb8961833fa40ad55971fafbea/black-phoenix-games-moodboard-v2.jpg)
Moodboard excerpt — black quartz, ravens, a black hole, and sculpture by Cornelia Parker made of suspended charcoal.
![](https://freight.cargo.site/t/original/i/f445a4b8b913c42150db46e15dc0c8c5f034296e6184ae33a08789840bbcc618/black-phoenix-games-logo-black-bg-1x1.png)
![](https://freight.cargo.site/t/original/i/859c74398f979eac23b8497980880f0b227a73907d05aa067399da083085e78d/black-phoenix-games-logo-white-bg-1x1.png)
The mark we landed on is a reimagined heraldic eagle shape, which is a very familiar icon with a history that goes back thousands of years. For a phoenix, we almost always see flames as part of the motif but for this mark, I wanted to reference the sharp facets of crystalline structures in the natural world, or shattered glass. There’s a delibrately added illusion to the overall logomark that makes it look like the face of a predatory bird. Finally, the head of the crest can standalone when branding in very small spaces, like for the website’s favicon.
Cargo Collective
Product Design
2012–2018
![](https://freight.cargo.site/t/original/i/3bc3434bad52af75b39ed82b1c1822761f6517a098cdcb2ad19b6707127aa7d9/cargo-2-crime-template-1.jpg)
In 2012, I officially joined the Cargo team. For almost 7 years after, my work touched all aspects of the platform, the network, and the community. I worked on Cargo 1, Persona, and Cargo 2, as well as two secret projects. Though the visual design of the homepage has changed since I parted ways with the team in 2018, the new tools are still the same, and templates I worked on are still in use.
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Visit Site ︎
Persona
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