Custom Typography Design
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Digital & Social Collateral
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Festive Key Art Direction
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Custom Typography Design ✳︎ Digital & Social Collateral ✳︎ Festive Key Art Direction ✳︎
Seasonal Lunar
New Year
Hidden-in-plain-sight brand integration. By contorting the fluid, sinuous body of the Lunar New Year snake to spell out "PMC," the design turns traditional festive art into an exclusive typographic brand signature that rewards a double-take.
Reinterpreting traditional Lunar New Year motifs through a custom typographic illustration that embeds the streetwear brand identity directly into the art.
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Engineered the central snake artwork so that its fluid, coiled movement seamlessly forms the letters 'PMC', creating a clever double-take visual feature.
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Balanced classic festive symbolism with bold line work, rich high-contrast tones, and gritty texture to stay true to PMC’s streetwear DNA.
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Optimized the graphic composition to work effortlessly across social media campaign drops, digital greeting banners, and limited apparel application.
Visual direction and custom illustration created for Pestle & Mortar Clothing's Lunar New Year campaign. Merging traditional cultural heritage with raw streetwear attitude, the concept revolves around a bespoke snake illustration intricately crafted to spell out the brand's iconic "PMC" name—delivering a bold, seamless integration of brand identity and seasonal storytelling.
THE CONCEPT
