Print & Brand Systems

The One Who

Not every project warrants its own case study, but still deserves a presence. The projects that follow fall under that category. A collection of work from the past few years that spans all aspects of visual design — from identities, to site redesigns, to branding systems, to typography and logos, all digital and print.

Wanhu

When I moved to the United Stated in 2014, I decided to keep working as a freelancer while waiting for my legal papers to be finalized. This brought me to craft my identity in the hustle and bustle of the city. This is how I created The One Who.

The highly typographic logo is inspired by printing press, by the intrinsic passion of bringing meaning and enlightenment. During the exploration of the logo, I started to sketch couple of letters that, ligatures laters, became Wanhu, a versatile layered typography. The versatility of the name is further revealed in different off-brands: The One Who Works (portfolio), The One Who Offers (proposals and contracts), The One Who Documents (technical documentation), The One Who Invoices, The One Who Writes (blog), The One Who Tips (social media).

Jamie McCoy

Jamie McCoy is a young author who wants to share her story of overcoming struggles as a low-income black woman entering and studying at Syracuse University. She needed a book cover that reflected her insights with wit and poise. The engagement included design explorations for digital and print covers, photography retouching, typographic parameters, color palettes, and interior layout.

Frenchy Food Truck

Frenchy Food Truck is the project of a croissant and bread lover, David, a French pastry chef living in New York. Antagonized by the city high prices of his beloved croissants, he decided to take the matter in his own hands, and is baking French pastries at a decent price. He called me to update the menu design to refresh his presence and establish his expertise.

Baadani / Zatar Imports

Zatar Imports is the warehouse brand of Yemeni restaurants Zatar. The Brooklyn based founders approached The One Who to showcase their products in sales collaterals and sales pitch materials. Working within an extremely tight deadline I provided photo retouching, graphs beautifying, and executive summary template.

Da Noi

Da Noi Restaurants is a longtime family owned and operated Italian restaurant across New York and New Jersey. They were looking to increase their reviews on social media and spread awareness, so Da Noi tapped The One Who to urge users to salivate and book a date. The engagement included setups, shoots, photography retouching, and delivering in multiple social media formats. The pictures are used in their Facebook, Yelp, and Instagram campaign.