This is a branding concept for an imaginary high-end bike shop that specializes in customized bikes for all ages. The logotype can be used in numerous configurations and all brand materials are designed to invite customization.

I dreamed up an imprint named Seahorse Books and decided they should publish some of my favorite books as a series. Each cover includes some handmade element to give the cerebral subject matter a human touch.

My sensible dad—at the time in his late 70s—asked what all these kids were doing carrying around water bottles. He found it unnecessary. I wanted to find a way to market water to people of that age and mindset. So I created a brand that would position water as a utility with a lo-fi sensibility.

The first image is my mood board with hygiene propaganda from the '50s, multi-purpose oil packaging, and various types of water packaging.

The challenge here was simple: create an interesting layout for a terribly boring subject with very few images. I let the color do the work and used a diagonal slice as the motif.

My question here is how to create a centralized brand with localized production. The Farm to Bar brand would be maintained as a constant while individual farmers would produce and distribute variable products using local, seasonal ingredients.

This is the beginnings of a brand system and a poster series for a non-existent architecture symposium in New York.

The mood board shows historical and current trends in architectural form, works by Robert Irwin, James Turrell, and Richard Serra showing their means for defining space, and an example of how architects use simple type for their own brands.

All the images used in the posters (except the mountains) are my own, shot at various locations around the world from Coney Island to Cambodia.