Analytica
Data-driven brand identity
Build a clean, data-forward brand identity for an analytics startup.
Analytica
Brand identity, layout design, presentation
Graphic Design, Brand Direction
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2023 — 3 weeks
Project overview
A bird's-eye view of everything in this project — every image, every frame, all in one place.
Every project begins somewhere unexpected. This one started with a conversation about how music feels when it fills a room — not the sound, but the texture of the air. The visuals needed to carry that same weight without competing for attention.
Working with the artist meant entering their world first. Understanding their references, their refusals, what they gravitate toward without knowing why. Trust was built through listening, not presenting.
Create something that doesn't just accompany the music — something that becomes inseparable from it. The goal was never decoration. It was translation: turning sound into shape, rhythm into movement, silence into space.
This sits between generative art and stage design. Not quite a music video, not purely abstract. It occupies a space that most VJ work ignores — the space where the visual becomes part of the instrument.
Every frame was built to breathe. Negative space was treated as a material. Color palettes were pulled from the audio spectrum — warm frequencies mapped to warm tones, high-end shimmer translated into light grain and bokeh.
Built in a real-time pipeline that allowed BPM-synced playback with zero latency. Each loop was stress-tested across three projection setups to ensure it held at scale — from a 4-meter screen to a full venue wrap.
