uniformcircle Design Portfolio 2020

DESIGN PORTFOLIO

SELECTED WORKS 2017_2020

0.1

ABOUT

uniformcircle is a creative body eurosteppin’ between Architecture and Design.

UNIFORMCIRCLE

Our work seeks to implement integral design strategies within the public domain, while seizing unforeseen opportunities to benefit further the communities and culture(s) they serve.

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0.2

ABOUT

uniformcircle is a creative body eurosteppin’ between Architecture and Design.

UNIFORMCIRCLE

Our work seeks to implement integral design strategies within the public domain, while seizing unforeseen opportunities to benefit further the communities and culture(s) they serve.

EFE is an architect – B.Arch, Politecnico di Milano (IT) – and selftaught designer based between his homeland and home-state: Dominican Republic and New York.

FOUNDER

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BRANDING

1.1

BRANDING

VEEDA

New York, USA 2017 Completed Brand Identity Art Direction Campaign Packaging

Fig. A Veeda™ packaging (12 fl oz. bottle and 6pk case).

A

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Veeda is a newly founded company tapping into multiple categories of the beverage industry through its unique Cold-Pressed Cucumber Organic Juice™. In creating its corporate identity, we placed key emphasis on the company’s holistic essence and the boldness of its single-product entry approach. By isolating the brand’s Cold-Pressed Cucumber Organic Juice™ from potential distractions and setting it within a ‘pure’ environment, the design procures a concentrated focus on Veeda’s valued product, while devoiding consumers from excess “marketing.”

1.2

BRANDING

VEEDA

B

Fig. B F/W Campaign mock-up Fig. C S/S Campaign mock-up

C

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As a company deeply rooted in, and inspired by Nature, the idea for the brand’s inaugural campaign was to encourage people to “live their best life” by going out and fulfilling their wildest adventures. In turn they would be encouraged to submit their documented experiences, which would serve as the content seen all around cities – ultimately cultivating the notion of ‘community’ central to the brand’s mission.

1.3

BRANDING

VEEDA

Fig. D OOH (mock-up)

D

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1.4

BRANDING

VEEDA

Fig. E Business cards

E

Fig. F Information cards

F

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2.1

BRANDING

SANT_SIMÓ

Ibiza, Spain 2020 Ongoing Brand Identity Naming Art Direction

A

Fig. A Visual identity

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Sant_Simó is a heritage brand for the New Age. In needing to appeal to the non-binary demographic that is Gen Z, our design approach recognized online usernames as a new form of personal ‘identity’ embraced by the youth. Under this premise the design typified the notion of the ‘traditional’ via classic lettering, while opting for a contrasting, yet familiar trope of social media handles — the underscore.

2.2

BRANDING

SANT_SIMÓ

B

Fig. B Visual identity (perfomative behavior)

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The deliberate non-design of the logomark is revealed through the identity’s performance as it extends to create an elongated underline of the underscore; the gesture thus prompting an intuitive ‘Fill-in-the-Blank’ effect for user interaction.

2.3

BRANDING

SANT_SIMÓ

Fig. C Visual idendity + user engagement (mock-ups)

C

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The identity’s performative behavior conveys the idea of the “championed artist” – as advocated by Henri de Saint-Simon (b.1760-1825) himself, whom the brand is named after – and the company’s ethos: an openness to free-expression and re-interpretations of the brand.

2.4

BRANDING

SANT_SIMÓ

Fig. A Campaign ad mock-ups

D

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2.5

BRANDING

SANT_SIMĂ“

B1, B2

Sant_SimĂł is a heritage brand for the New Age. Combining sustainably sourced textiles with ethical manufacturing practices, our garments are of uncompromising quality, intended for long-term use.

Through the emulation of Nature, we strive to strike a balance with the environment(s) we occupy, while maintaining an Openness towards the Individual and its spontaneous spirit.

It is why we embrace Change as the only way forward, and accentuate our plurality through the underlining of our individualities.

Fig. B1, B2 Information Cards [Front] Fig. C Information Card [Back]

sant_simo.com

C

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3.1

BRANDING

THE FACTORY

London, UK 2018 Completed Brand Identity Art Direction

Fig. A Design process diagram

A

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“‘F’ is for FACTORY — starting from a custom, block letter, the logomark flips on itself to play on the brand name and create an ambiguous ‘factory’ facade.” As originally presented, our design approach aimed to create a straightforward, yet clever identity — one that speaks to all ages, and is legible across different scales and platforms. A black monochrome tone facilitated logistical concerns and future applications, while establishing a bold and playful energy to the overall identity.

3.2

BRANDING

THE FACTORY

Fig. B Stationaries

B

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4.1

BRANDING

MOONLND SOUNDSYSTEM

New York, USA 2017 Completed 0.46

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0.56

0.46

Brand Identity Naming

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0.56

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0.54

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0.10

MOONLND SOUNDSYSTEM is a New York-based sound design label best defined by its electronic-sound explorations. To reflect its forwardthinkingness – as well as align to the brand name – we deemed necessary the creation of a custom block-lettering typeface, which echoed the space-friendly graphics typical of sci-fi films. The design goes “one small step” further by introducing a juxtaposing, secondary typeface reminiscent of NY’s subway signage system to ground the identity to its label’s origins.

5.1

BRANDING

UNIFORMCIRCLE

New York, USA 2017 Completed Brand Identity Naming

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Posing as a catalytic agent that euro-steps between different fields and disciplines, the metric uniformity across our studio’s visual identity communicates the understated and neutral tone which we uphold while navigating our diverse field(s) of operations – a testament to our interest of always placing our partners’ interests at the forefront.

DIRECTION

1.1

DIRECTION

NOTION MAGAZINE + LIL MIQUELA

London, UK 2018 Completed Creative Direction Art Direction

Fig. A Notion Issue n.82 Cover

A

Notes:

19

Exploring the fear and loathing associated with AI technology, the cover story editorial for Notion Magazine featuring internet sensation, Lil Miquela, imagined the positive presence of different ‘lifeforms’ to speak on co-Existence. Framed as a hybrid between Alice in Wonderland and [a non-apocalyptic] Mad Max, Lil Miquela is found traveling across a surrealist, desert landscape, while stumbling across the sparse, mystical creatures and plants of the unknown land.

1.2

DIRECTION

NOTION MAGAZINE + LIL MIQUELA

C

Fig. B Editorial spread Fig. C CGI artwork by @the.jabberwock + Efe

B

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The creative direction carried an additional undercurrent, which critically put at question Miquela’s own existence as a digital avatar, along with “her” creators’ intentions – an inquisitive itch conveyed through the pairing of Miquela with a real-life horse to communicate a reversed ‘Trojan horse’ pun.

2.1

DIRECTION

TAU BENAH, ­­ YOUNG WOMAN

London, UK 2019 Completed Film Creative Direction Art Direction

A

Fig. A Original storyboards

by Efe

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Young Woman is a lyrical ode celebrating Women/Motherhood from a son’s perspective. The video direction reinterprets the artist’s mother’s life as she transitions from a young woman into a mother of two. The narrative thus followed a virgin subject into pregnancy as well as early parenthood, up until a mature stage where she is presented as a strong, motherly queen. As a tribute, the final frame aimed to honor the passing of lost mothers via an Absence scene.

2.2

DIRECTION

TAU BENAH, ­­ YOUNG WOMAN

B

Fig. B Still images from official video.

Watch here.

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Compelling slow-motion portraits – presented in a chronological order to depict the concept of Growth – carried out the narrative, ultimately allowing for a concentrated hearing of the song’s striking lyrics.

3.1

DIRECTION

ROME & TALE ‘THE PROCESS’ COLLECTION

New York, USA 2018 Completed Creative Direction Art Direction

Fig. A Campaign ads

A

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Taking on a literal approach, the campaign direction provided for New York-based jewelry brand, Rome & Tale, and its ‘Process’ collection captured the handcrafted undertakings which yield the refined, meticulous pieces of the collection.

3.2

DIRECTION

ROME & TALE ‘THE PROCESS’ COLLECTION

Fig. B Campaign ads

B

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4.1

DIRECTION

TENNY WHITE, GOLD GUITAR

New York, USA 2017 Concept Creative Direction

Fig. A Excerpt from video treatment

A

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Video treatment proposed for New York-based artist, Tenny White and his (unreleased) single, Gold Guitar. The target for the visual approach was dual-sided: (1) depicting the artist’s place of origin – Kingston, Jamaica; (2) while symbolizing his Detachment from it. As a subtext, a dialogue between the lyrics and the accompanying visuals would have been established to seed social commentaries and provide ironic representations of the song’s materialistic references.

4.2

DIRECTION

TENNY WHITE, GOLD GUITAR

Fig. B Excerpt from video treatment

B

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In taking inspiration from the lyrics, the direction envisioned the artist navigating through the slums of Jamaica in an old, modified vehicle (a cultural staple), while appearing as a distinctive, yet ‘blank’ entity to suggest his mentally removed Presence.

GRAPHICS

1.1

GRAPHICS

TAU BENAH, YOUNG WOMAN [AUDIO]

London, UK 2019 Completed Art Direction

Fig. A Single cover art

A

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An original still from the Tau Benah – Young Woman music video is dissected to bring about the official audio’s cover design.

2.1

GRAPHICS

TENNY WHITE, HARD CASTLE

New York, USA 2019 Completed Art Direction

Fig. A EP cover

A

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MOONLND SOUNDSYSTEM-affiliate Tenny White flirted with the potential release of his second EP – Hard Castle. Our design approached the works’ speedy, post-psychedelic punk sounds by imagining an internal POV of a hallucinogen-induced blood rush, while lending view of an external, alien world through an incision-like opening.

3.1

GRAPHICS

MOONLND SOUNDSYSTEM

New York, USA 2017 Concept Art Direction

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A glitched logo – expressive of the radio transmission interferences experienced during space telecommunications – makes up the core graphic for MOONLND SOUNDSYSTEM’s landing page (“Alexa, play: Rah Band – Messages from the Stars”).

4.1

GRAPHICS

NEW NIGERIA

New York, USA 2017 Completed Art Direction

Fig. A Flyer design

A

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‘New Nigeria: A Conversation with Ade Samuel & Temi of JTO Fashion’

UX / UI

1.1

UX / UI

DRINKVEEDA. COM

New York, USA 2017 Concept Creative Direction Art Direction

Fig. A Home page

A

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For drinkveeda.com, a neumorphism approach defines the hyperbolic time chamber-like environment created to host the company’s activities on the ‘cloud’ — an overall design extending the purism lying at the core of the brand’s corporate identity.

1.2

UX / UI

DRINKVEEDA. COM

Fig. B Information page

B

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1.3

UX / UI

DRINKVEEDA. COM

Fig. C Shop page

C

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1.4

UX / UI

DRINKVEEDA. COM

Fig. D Checkout page

D

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1.5

UX / UI

DRINKVEEDA. COM

Fig. E Checkout page

E

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efebyefe@gmail.com +1 (829) 916-8735