https://www.axiomotto.com/blog daily 0.75 2026-08-20 https://www.axiomotto.com/blog/artem-ns56a monthly 0.5 2022-06-08 https://images.squarespace-cdn.com/content/v1/624b50396bb2434338c7203b/1649102911400-9WFYPJK0DS3VI9TMX1B9/artem.jpg Blog - Case Study: ARTEM https://www.axiomotto.com/blog/marta-9ftr2 monthly 0.5 2022-06-08 https://images.squarespace-cdn.com/content/v1/624b50396bb2434338c7203b/1649102911430-0ROD00GFO3XRVU2S6913/marta.jpg Blog - Case Study: Marta https://www.axiomotto.com/blog/circle-bs3p3 monthly 0.5 2022-06-08 https://images.squarespace-cdn.com/content/v1/624b50396bb2434338c7203b/1649102911414-G9VZN97G2K1WP2CXQAO5/circle.jpg Blog - Case Study: Circle https://www.axiomotto.com/work daily 0.75 2026-09-06 https://www.axiomotto.com/work/xplor monthly 0.5 2026-09-05 https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/beacc48c-da06-45ac-afbb-c3029281c24b/XPLOR_1.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/ec824691-f5ca-4ed1-a40a-4ae6918952df/XPLOR_4.jpg Work - XPLOR - Make it stand out Community Over Specifications I created an ambassador program of more than 100 experienced overlanders who produced content and represented XPLOR at shows and events. Their real-world experiences gave the company an authentic voice and presence. Much of the brand’s credibility belongs to the people who carried it into the community. Our panels cost roughly three times more than conventional alternatives and offered less power on paper. We could not compete on price or specifications, but we could compete on durability, reliability, and trust. I built the marketing around real stories and shared experiences, using emotion, connection, and belonging to give people a reason to look closer. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/524081ae-f027-48b0-a010-24d68f4e20aa/XPLOR_2.jpg Work - XPLOR - Make it stand out The XPLOR Rig When I launched XPLOR, I wanted the brand to participate in the overland community rather than simply market to it. With a limited budget, I found a 1995 Toyota Land Cruiser FZJ80 in Seattle and drove it to Los Angeles. We repaired and outfitted it within the available budget, and I designed a partial wrap to give it a finished presence without the expense of a full wrap. I also developed industry partnerships that helped provide wheels and other components. The Land Cruiser became XPLOR’s hero vehicle across events, trade shows, and marketing. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/e01e67fc-015c-4557-b07d-4470a0db012b/XPLOR_Solar101.jpg Work - XPLOR - Make it stand out When I started XPLOR, I wanted to understand what solar power actually meant to overlanders. I went to events and trade shows, joined overlanding groups, and spent time in the community. I wanted to know why people used solar, what motivated them, what systems they already had, and what kept others from getting started. I found that reliable power mattered to nearly everyone. The biggest barrier wasn’t a lack of interest. It was uncertainty about what to buy, how to configure it, and how to install it. That insight led me to create XPLOR Solar 101, a program designed to make solar easier to understand. We taught workshops at industry events, hosted our own sessions, and sponsored dealer-led classes. Each event included a live Q&A, access to a downloadable guide, and an invitation to our Discord community, where participants could continue the conversation and get help from subject-matter experts. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/63d16a4e-cc18-4348-b715-87b9cec9cb8f/XPLOR_Solar101_2.jpg Work - XPLOR - Make it stand out I also invited overlanders to share stories about their experiences on the road. Those stories made the information personal. People could recognize their own questions and concerns, see what was possible, and realize they weren’t the only ones trying to figure it out. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/26c98f33-431a-4db5-b03a-d152b9e92dd0/XPLOR_Expo2.jpg Work - XPLOR - Make it stand out Overland Expo was one of XPLOR’s largest annual events. I led months of planning for our nine-person team, from exhibit strategy and asset production through logistics and on-site execution. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/f8e26e56-605f-4334-8cc7-c20a76b8506c/XPLOR_Expo.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/616946c2-a4a2-4b5e-820e-c2064cd9a6ab/TortureTest.jpg Work - XPLOR - Make it stand out The Torture Test I created the XPLOR Torture Test to turn a durability claim into live proof. The original idea, letting attendees strike an operating solar panel with baseball bats, raised understandable safety concerns. I commissioned a fabricator to build a grounded, impact-absorbing platform, added a live hit counter, and offered the $1,000 panel to the first person who could destroy it. Dozens tried. It took 391 hits to stop the panel. The activation drew a large crowd, generated organic social content, and transformed a product claim into credible public proof. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/e0b2ed13-076b-45b8-953c-a366bf266f39/XPLORz-web.jpg Work - XPLOR - Make it stand out I designed the website to make a complex product feel approachable, using photography, infographics, and concise copy to explain it without overwhelming people. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/f6f7397a-1557-45f5-abd1-e4ab123b90ed/XPLOR_ICONS.jpg Work - XPLOR - Make it stand out I created a custom icon system that gave XPLOR a recognizable visual language and made technical information easier to understand across the website, educational materials, and sales collateral. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/f3c52662-7957-49b9-8105-4541932c002a/XPLOR_map.jpg Work - XPLOR - Make it stand out I helped grow XPLOR’s network to more than 80 dealers and industry partners worldwide. We added a searchable locator to help customers find nearby distributors, outfitters, retailers, solar installers, van builders, and vehicle builders. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/d7269576-e5b3-4758-8b1d-f60cc9edf99c/XPLOR_Install_Guide.jpg Work - XPLOR - Make it stand out Our installation guides for every product SKU went beyond mounting and wiring configurations. Because an incorrect installation could create real safety risks, I added detailed safety guidance and testing procedures using clear instructions and diagrams. We also created a dedicated section of the website for anyone who needed more in-depth technical information. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/86cacad7-0acd-4753-ae5b-53882aa08183/XPLOR_5.jpg Work - XPLOR - Make it stand out The XPLOR Ecosystem I often use infographics to make complex ideas easier to understand. For XPLOR, I created an illustrated ecosystem that brings the full concept into a single, approachable visual. Showing how the different parts connect makes the information easier to follow, remember, and communicate. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/541075db-04ce-4ffc-b9cd-12d0189eefa9/XPLOR-Ambass.jpg Work - XPLOR - Make it stand out Outside of key campaign shoots, much of XPLOR’s social photography came from ambassadors documenting their lives on the road. Their images showed real trips, real campsites, and products in use. It made the brand feel authentic and helped customers see a community they could be part of. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/d719eddd-a190-487c-bfa7-15911afba3d7/XPLOR_3.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/3c7ce5e0-ce40-46d0-bfa5-2da9e82a1d82/XPLOR_Vista.jpg Work - XPLOR - Make it stand out I met landscape photographer Rodrigo Trevino while buying a used camera through OfferUp. A week later, he was in Maui filming with our team as a Sunflare ambassador, This photo was taken by me for an editorial that followed Rod’s life on the road and showed how solar powers his photography in remote places. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/52b8ca5b-3a87-44a1-8f2d-32aaf26df139/XPLOR_11.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/b2d24e06-1fd9-4124-a364-07563e7824ec/XPLOR_8.jpg Work - XPLOR - Make it stand out I featured our products through story-driven photography and video, showing them in the places they were actually meant to be used instead of relying only on studio images. This helped people imagine what XPLOR could make possible and gave the brand a look and feel that stood apart from typical solar marketing. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/7a45c2ac-26ff-460e-8c9d-bbbb7dd70641/XPLOR_9.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/9cac8972-8ae6-4781-9069-45402d19c680/XPLOR_10.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/bc15cb65-31b7-4bfa-8218-fb88bdb238fd/XPLOR_12.jpg Work - XPLOR - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.axiomotto.com/work/spadascura monthly 0.5 2026-09-04 https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c1552af3-3123-47ce-8fb3-220709bff04d/SpadaScura_1logo.jpg Work - SPADA SCURA - Make it stand out I developed custom letterforms that extend the visual language of the logo, incorporating subtle blade-like details that connect to the Spada Scura name. The shield contains a hidden SS monogram. Its three central pillars represent the three founders, while the base forms three swords. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/eeb94302-c96b-430d-b975-82bcc612655b/SpadaScura_1.jpg Work - SPADA SCURA - Make it stand out The refined color palette gives the brand a more elevated presence. Paired with the warmth and natural grain of walnut, it creates a distinctive visual language that stands apart from the conventional tactical aesthetic of the firearm accessories market. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/94249e67-0df2-4f06-969d-6149c2553b5f/SpadaScura_2.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/a8f0c1e0-577f-4e4d-8ca8-58f4e9b7b380/SpadaScura_3.jpg Work - SPADA SCURA - Make it stand out The Ace of Spada is a community campaign that turns every purchase into a challenge. Each order includes a set of Ace target cards featuring the Ace of Spades mark. Customers are invited to hit the mark from 100 yards at an appropriate shooting range and submit a video confirming the shot. Those who complete the challenge receive an exclusive Ace of Spada hat unavailable to the general public. It cannot be purchased. It has to be earned. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/622606fd-e127-4ff4-8860-eb8edb8ce8d8/SpadaScura_4.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c981c048-bdf5-46f3-957d-0c3ab912156a/SpadaScura_5.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/1ea9c9e3-cda8-49b5-820b-e566af8f3782/SpadaScura_6.jpg Work - SPADA SCURA - Make it stand out The products were designed to be compatible with a range of modern bolt-action platforms. The challenge was demonstrating that versatility across several rifle brands without significantly increasing the production budget. I photographed each product in the studio, then used digital compositing to create realistic application imagery showing how it integrates with different compatible platforms. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/1788488542454-1YD6JCYS92NKTPD14QEY/SpadaScura_7.jpg Work - SPADA SCURA - Make it stand out The photography presented a specific challenge: standard product shots flattened the walnut, making its grain and detail difficult to see. I photographed each piece in a controlled studio environment using a macro lens to reveal the wood’s texture, natural variation, and character. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/24aed6c2-12ce-43e8-b37b-3e73dc694ca5/SpadaScura_8.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/d2af9239-030e-4994-9231-7e7366e8507d/SpadaScura_19.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/feec5601-ae51-4eaf-b8db-848ae619eaec/SpadaScura_9.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c6552732-2d5d-4ef8-ba78-eb73b9c4b514/SpadaScura_10.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/f1d5c043-b53c-4a94-9528-3adae0e3e032/SpadaScura_11.jpg Work - SPADA SCURA - Make it stand out The packaging was designed as an extension of the product rather than something disposable. I chose a rugged plastic case modeled after a firearm case that could later be reused to store spent brass, a practical benefit for long-range shooters who reload. I also designed a clear, easy-to-follow instruction manual with installation steps and a complete inventory of the included hardware. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/55af1f0f-fba4-4f11-ae7e-0a035bbc984c/SpadaScura_12.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/1787258680575-A44KDLIN34ADHWJ4TPIJ/SpadaScura_16.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/51339f18-c600-49a4-ac9f-3e4f116601fc/SpadaScura_13.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/ff01f814-798f-49f8-b705-14593b9abbb8/SpadaScura_17.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c28d5347-8214-4586-a43e-94e2878aa00e/SpadaScura_18.jpg Work - SPADA SCURA - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.axiomotto.com/work/leges-motus monthly 0.5 2026-09-06 https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/97dddef0-491a-41f7-a916-2966ad523ff1/LM_Port22.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c6af4c04-151b-44af-ae18-ad3a7117975d/LM_Port12.jpg Work - LEGES MOTUS - Make it stand out The Leges Motus mark combines the letters L and M into a symbol of perpetual motion. Its rotational form represents the recurring movement of a wheel, engine, or mechanical cycle, while the final two lines symbolize body and mind. When turned upside down, these elements reverse position, reflecting how movement strengthens the body and mind, while both provide the foundation to keep moving. Its forward lean and racing-inspired geometry create a sense of momentum. Together, every element gives visual form to the brand mantra: Driven. Relentless. Perpetual. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/1bd90c07-b324-4476-a4f9-a32b688564f3/LM_Port_LogoSystem.jpg Work - LEGES MOTUS - Make it stand out I designed one primary mark, then built a flexible system around it. A custom typeface establishes a distinct visual language, while the simple, meaningful mark remains recognizable at any scale. The system adapts across avatars, neck labels, stickers, apparel, and vehicle graphics, and extends into sub-identities such as Leges Motus Racing and CultR without losing its connection to the core brand. Its angled geometry and motorsport character create a consistent sense of motion across every application. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c6b80beb-92d1-4d5d-9712-ee9d6537de25/LM_Fonts.jpg Work - LEGES MOTUS - Make it stand out I also created a custom font to match the logo. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/b1157fd8-55c6-45a4-8dd6-6fd3c3acb511/xhatch.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/21e1b54f-32bd-4325-94eb-431d06e7cc9c/LM_Port3.jpg Work - LEGES MOTUS - Make it stand out The apparel is intentionally simple and restrained. Instead of loud graphics or excessive branding, each design uses controlled composition, a limited color palette, and automotive details that reward a closer look. Some pieces feature understated marks, while others use larger imagery, but every design remains refined enough to wear beyond the automotive setting. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/725eeca6-545e-4eac-bd00-6f7db8e85fd9/LM_Port9.jpg Work - LEGES MOTUS - Make it stand out AXIO the car is part of my Corpora concept series. Designing it was only half the challenge. I wanted a hero car I could use across campaigns, product shoots, photography, and video without losing the details from one image to the next. To make that possible, I built a rigorous reference system covering every angle, proportion, and feature. Now I can place the car in any environment, put anyone behind the wheel, and build new stories around it while keeping the design consistent. I even desiged a logo. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c51646b5-0b5f-49cc-8d90-cde9f0a6b50c/4.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/68881d6e-ffbe-47c8-9fa7-2b1626c12116/7.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/592b16aa-c417-4a73-b890-3dafe9633d97/2.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/ef8a7182-fdbe-4f02-a44f-d78e4b3684c8/LM_Port1.jpg Work - LEGES MOTUS - Make it stand out The Mantra Marks translate the Leges Motus philosophy, Driven. Relentless. Perpetual., into a visual language rooted in automotive culture. Each begins with a recognizable element of driving or machinery and transforms it into a principle for how to live, from taking action and moving with purpose to adapting, maintaining control, and becoming stronger through pressure. The symbols can evolve across garments, materials, placements, and colorways while their meaning remains consistent. The Mark remains. The Edition changes. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/b8b76084-73d8-42e3-b393-34f34886e868/MM_Start.jpg Work - LEGES MOTUS - Make it stand out Start Mantra Mark Meaning START is built from a continuous-line labyrinth that forms the word itself. The path moves from Point A to Point B, but never in a straight line. It reflects the journey of life, including its turns, setbacks, and moments when the destination is out of sight. Taking the first step creates motion, but continuing is what carries you to the destination. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/b91fbd1e-b684-459a-b2a6-58cf6955e778/LM_PortStart.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/4329fa44-10cf-427c-8cf7-e047340d7025/11.jpg Work - LEGES MOTUS - Make it stand out Every Leges Motus design is created with multiple applications in mind. Although the visual styles may change, each composition is built to reproduce clearly on fabric and remain strong enough to stand alone as an art print. This allows the same artwork to move across apparel, framed prints, and other brand applications without losing its clarity or character, extending each design beyond a single product. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c4f4a582-b3b3-40dc-a00d-751cc2ced26b/LM_Port10.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/9986d075-0c0f-461d-9b05-81ef38f86d6b/LM_Port5.jpg Work - LEGES MOTUS - Make it stand out Beyond the primary logo, I created a library of alternate Leges Motus wordmarks and graphic treatments for different designs and collections. Each version explores a distinct typographic style, allowing the brand name to adapt to the mood of the artwork while remaining recognizable. These marks do not replace the core identity. They extend it, creating greater variety across the apparel without making the collection feel disconnected. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/c56fb7e2-b548-43b6-a1a9-21f00cf969d1/LM_Port8.jpg Work - LEGES MOTUS - Make it stand out Story-Driven Artwork I approach each illustration as a story, not simply a portrait of a car. By placing vehicles within familiar moments and environments, the artwork connects to the everyday life of an enthusiast and the experiences that make car culture personal. The car remains central, but the surrounding scene creates mood, context, and a sense of life beyond the machine. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/9232c688-d2bf-47fe-b7d3-fff869b280ef/LM_Port7.jpg Work - LEGES MOTUS - Make it stand out Broken Dreams Collection Broken Dreams began with Beatrix, a wrecked S2000 rebuilt into an entirely new form. The idea grew from a conversation with a friend who was proud of his unfinished, primer-covered project car. That honesty inspired a collection celebrating the real life of enthusiasts: barn finds, unfinished builds, cars waiting in shops, breakdowns, and machines pushed too hard. These are not failed dreams. They are stories of patience, reinvention, and the decision to keep moving. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/8c8f4a7b-6a6c-4f98-aa6b-1ec1f8e27bf2/LM_Port11.jpg Work - LEGES MOTUS - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.axiomotto.com/work/ubexice monthly 0.5 2026-09-06 https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/770d8786-b80e-4adf-b2ae-045e239ada2b/UxI_9.jpg Work - UBE x ICE - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/5364959b-5386-4c0f-8033-bce3004cd611/UxI_2.jpg Work - UBE x ICE - Make it stand out The logo was intentionally kept simple to balance the visual complexity of halo-halo. Its cup-shaped mark suggests the dessert’s layered ingredients without illustrating every detail, making it easy to recognize and understand. The same form carries through the menu and the physical cup used to serve the product, creating a direct connection between the identity and the experience. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/f451b6e0-d818-48f8-a889-f3d35c41c48c/UxI_3.jpg Work - UBE x ICE - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/51c9829a-75f9-4e32-b39a-b8f1463cba59/UxI_4.jpg Work - UBE x ICE - Make it stand out Instead of defaulting to small, medium, and large, the size system uses Tagalog words: marami for a lot, sakto for just right, and konti for a little. The cup icons make the differences clear, while the names introduce another piece of Filipino language and personality into the ordering experience. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/93f805aa-1fa4-4636-b8e1-ae6361922a2a/UxI_5.jpg Work - UBE x ICE - Make it stand out Displaying each ingredient separately makes halo-halo easier to understand and less intimidating. Instead of seeing one unfamiliar mixture, customers can recognize the individual flavors, colors, and textures that come together in the finished dessert. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/2537b412-07fc-4eed-9b32-efc4f6f606cc/UxI_6.jpg Work - UBE x ICE - Make it stand out The spoon became the visual frame for presenting each ingredient. It creates consistency across the system while adding a subtle cultural reference. Filipino meals are commonly eaten with a spoon and fork, with the fork used to guide rice and other foods onto the spoon. Using it here connects the ingredient story to a familiar part of Filipino dining. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/367afbdb-5381-4eff-af93-5cb05ced1792/UxI_7.jpg Work - UBE x ICE - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/e31f855d-3137-46b8-afa0-3c4fce2347ab/UxI_18.jpg Work - UBE x ICE - Make it stand out The goal was to introduce Filipino culture without making the experience feel instructional. Each napkin features a cultural icon, a short fact, or a bit of context about halo-halo, turning an ordinary touchpoint into a small introduction to the culture behind the dessert. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/3278197b-d25e-4e71-8ef5-2421c8104ccf/UxI_14.jpg Work - UBE x ICE - Make it stand out Illustrations allowed me to communicate the variety of ingredients in halo-halo while simplifying their presentation. It preserves the dessert’s sense of abundance without presenting every unfamiliar texture at once, making it feel more approachable to someone seeing it for the first time. It also gives the brand a distinctive visual personality and adds a sense of playfulness to the overall experience. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/6e4c94cd-ee8c-47cc-a8b9-606f869670bb/UxI_8.jpg Work - UBE x ICE - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/59e109e6-2617-4803-9e60-01ed57fcf2b6/UxI_17.jpg Work - UBE x ICE - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/a86b15c2-93e4-4765-b7b4-e96554c889a6/UxI_10.jpg Work - UBE x ICE - Make it stand out The uniforms carry the brand directly into the service experience. Clean white T-shirts keep the look relaxed, while purple caps and aprons create immediate recognition and make the team easy to identify. The illustrated ingredient pattern adds personality, giving the staff a polished, cohesive presence without making the experience feel overly formal. https://images.squarespace-cdn.com/content/v1/6a8737e226ce407bda9388f1/982e6347-341b-4f43-a85a-5bbcaeb7241d/UxI_15.jpg Work - UBE x ICE - Make it stand out The booth and bar were designed as a compact, collapsible system that can be transported, set up, and operated by one person. At larger events, multiple stations can be placed throughout the venue to shorten wait times and increase brand visibility. The person behind the bar is also an important part of the experience. 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