CLUB CULTURE

Club Culture is a seasonal programme celebrating communities and subcultures through a series of retail activations, social spaces, and cultural events.
                The identity reimagines the store as a life-sized magazine, treating every touchpoint as an editorial composition rather than a branded asset. Built as a modular system, it enables multiple clubs, voices, and visual languages to exist within a shared framework.
                Drawing from the typographic character of archival fashion-house invitations, the identity combines wide sans-serif typography, layered image-making, and tactile material references. Minimal grids, markers, and numbering systems provide structure, creating a flexible visual language that adapts across print, digital, and spatial applications.
GLOBAL SEX
Visual identity and event design for Lynks' album release and accompanying car park rave at Selfridges London.
            The identity draws on the visual language of parking penalty charge notices, repurposing their typography, layouts, and warning systems into a playful campaign framework. A bold yellow palette references both the aesthetics of parking citations and Selfridges' distinctive brand colour, creating a visual link between the location and the album launch venue.

NEW AGE

New Age is a cinematic exploration of what it truly means to live for 100 years, celebrating the beauty of life through moments of growth, transformation, and enduring connection. Told in four chapters by directors Zaineb Abelque (Blossom), Tash Tung (Flux), Aria Shahrokhshahi (Freefall), and Dorothy Allen-Pickard (Eternity), the film weaves a visual chronicle of self-discovery across a century-long journey. The project’s visual identity- shaped through design direction, title design, and poster- unifies these chapters, capturing the essence of time, memory, and the pursuit of eternity.
(Explore the film series here ->)

VEENUE BRANDBOOK

SELFRIDGES CELEBRATES 2025

[Creative Direction]
Lovers, Mothers, Fathers, Family and Friends.
                Each year, Selfridges commissions an illustrator to create artwork for its annual programme of celebrations. The project showcases creative expression at its most joyful- playful visual storytelling designed simply to delight the eye and mind.
                In 2025, we collaborated with Fromm Studio to deliver campaign assets for the year-round programme. The work was rolled out across print graphics, digital platforms, visual merchandising, and store windows, translating the illustrated concept into a cohesive in-store and online experience.

SELFRIDGES OBSESSIONS (SS25)

Selfridges Obsessions features a spectrum of Selfridges’s latest obsessions, niche or trending, of the moment or lifelong. 12 Selfridges Obsessions for SS25 include Chess, Long Weekends, Dogs, Hot Sauce, Matchsticks, Martinis, and more.
                The design identity is rooted in the concept of being certified obsessed. Stamp-like design elements translate the campaign through the visual language of collecting, documenting, certifying, and curating cultural fascinations. These motifs emphasise the ritualistic nature of obsession- marking each theme as a treasured find in Selfridges' ever-evolving archive of desire.

YEAR OF THE SNAKE

[Creative Direction] [Illustration by Can Yang]

MORE THE MERRIER!

All the fun. All at once. All together. Can’t overdo the decorations. Gifts of all shapes and sizes. Go on: pull up an extra chair, pull the crackers. Christmas pudding, panforte, pot lucks and borrowed traditions. Party tops and tracksuit bottoms. Prized leftovers. Anything goes. Ready for the countdown? Everyone’s made up and all the way dressed up. Brighter. Bolder. Glitter. It’s Christmas at Selfridges: More the Merrier!
                The design language centres on a handwritten “More the Merrier” logo, paired with a changing lock-up system ‘the more...the merrier!’ to reflect the diversity and abundance of a Selfridges Christmas. The Gift Guide embraces festive maximalism through bold colour, rich texture, and layered compositions, capturing the joyful chaos of the season. Playful, expressive, and vibrant, it celebrates the spontaneous spirit of the holidays, where more truly is merrier.

SELFRIDGES COFFEE [Design Direction]

IMMUNE SYSTEM [Rebrand]

UNCREATIVE PORTRAIT_WHAT_IF_I_AM_A_NOBODY.ZIP

‘Uncreative portrait’ is an accumulation that documents the designer’s single portrait in multiple visual languages produced by the impact of computers and cyberspace.
                By examining the digital sublime as an alternative visual representation, it establishes a discourse around the aura of self-identity in the age of digital reproduction. These images continuously explore our digital selves’ shifting authenticity and identity in the contemporary digital era. Is there a line between the self and its data shadow? Where is our physical memory going in this endless re-identification process?
                The ‘pdf’ includes 300 interpretations of the designer’s own portrait, calling into question the ever-changing process of individuation as well as the ongoing process of redefinition in the context of the contemporary sublime.

AXEL ARIGATO SS23 LOOKBOOK

A  LINE WHICH FORMS A VOLUME 5

A Line Which Forms a Volume 5 is a critical reader and symposium of graphic design-led research, which is written, edited, designed, and published by participants of the MA Graphic Design course at London College of Communication. The fifth issue explores acts of leaning and how they interconnect with concepts of care and transparency in the process of making design research public.
                We see leaning as the result of diverging forces seeking shared stability and collaboration. When leaning, we defy structural integrity, and we let vulnerability arise. As our practice leans on, through, into and towards a subject (and vice versa), we show and exercise care for the complexities of contemporary society.

SIJIASUDIO [Rebrand]

CONTINUUS SPACE

Continuus Space is an interconnection of concepts, existing between one work and another. It acts as the fil rouge, the common thread, that enables and ties ideas, narratives and ways of thinking. Continuus Space is the celebration of a forever mutable web of relations. Every point is described by the intersection of a number of lines, forming connections amongst diverse practices.
                Continuus Space’s main intention is to bring together diverse practices and ideas, to create space for discourse, while offering an online display for emerging artists.

PROTOPAPERS - A SUMMER SPECIAL

A curated guide to what’s happening in London and beyond, spanning art, design, restaurants, film, travel, and cultural experiences.
                Designed as an A1 folded pocket guide, the project brings together a forward-looking selection of references, places, and things to do, forming a living guide to ideas and spaces that inspire across the year.

MATERIALISED CYBERSPACE

SHIFTING THE CENTRE: ANTICOLONIAL WAYS OF SEEING

NISEKO RESORT CATALOGUE DESIGN

PROTOPAPERS VOL_8

A curated guide to what’s happening in London and beyond, spanning art, design, restaurants, film, travel, and cultural experiences.
                Designed as an A1 folded pocket guide, the project brings together a forward-looking selection of references, places, and things to do, forming a living guide to ideas and spaces that inspire across the year.

SIERIZ SS24 LOOKBOOK

RECORD. UNFOLD.

A collection of print and digital resources created for the emerging womenswear fashion label Sieriz. The brand's slogan, "Record. Unfold," served as inspiration for the visual language, which aims to emphasise the movement of being captured by the body and unfolded by the body. The material is "recorded" and "hidden" by the form itself, but it is discovered throughout the unfolding process.
                With the word "Series" as the brand philosophy, where endless possibilities are embedded for organic combinations with everyday moments. Through the transformation of the phonetic alphabet to demonstrate the interpretation of the brand to give multiple senses, both visual and audible, the design components aim to visualise the pronunciation of "series" through its own manifestation. →website

SPORTOPIA MERCH DESIGN

POETIC RESEARCH [VISUAL ESSAY]

20170510

Created during my Foundation Diploma at Central Saint Martins, this project explores the relationship between consumption and anxiety during my first year studying abroad in the UK.
                Four cigarette packs act as artefacts of that period, documenting moments of stress, adaptation, and uncertainty. Paired with four redesigned receipts, the project reframes the act of spending as both an economic and emotional transaction, measuring the cost of anxiety through monetary value and mental impact.

SIERIZ AW23 LOOKBOOK

EVENT POSTERS FOR AXEL ARIGATO

DIGITAL MEMORY

THREE LANDSCAPE IMAGES

DIGITAL SUBLIME [Visual Essay]

AXEL ARIGATO SOCIAL DESIGN

WHAT DOES DESIGN MEAN TO YOU?

“Something is only what it is in its relation to another, but by the negation of the negation this something incorporates the other into itself."   -Hegel’s Dialectics, 19th Century
This project is based on the law of ‘the negation of the negation’ to rethink and reflect the contemporary design in today’s consumerist society. The aim is to make a real difference in the design industry, not necessarily through designing artefacts, but by challenging public perception and changing systems rather than merely boosting lifestyles. To engage a broad audience in a context that will challenge and provoke the public to rethink the role of design in contemporary culture.

THE KAMA SUTRA [Image Making]

INTENTIONAL MISTAKES

The idea of ‘Accidents Gallery’ creates a system of making mistakes ‘on purpose’, as a way to encourage the unexpected. To find a balance between something that already exists and something unexpected. In the end, the system of rules that can be used or created to invite accidents into a positive role, and the outcome produced by the system becomes something beyond oneself. As a result, to encourage the unpredictable.
                The works within the ‘Accidents Gallery’ were inspired by the approach of the Dadaist poem, think of these invented systems as something which encourages a kind of ‘self-less’ creative process.

THE INTENTIONAL ERROR [Risograph]

PITT RIVERS MUSEUM EMPATHY DESIGN

(USER: 9-year-old introverted home-school student)

A REVOLUTION LOOP

Through the expression of vintage clothing and music, a fabric book explores the era-defining significance and impact of the revolution in London in the late 1960s. Looking back, the 1960s may also be used to pinpoint the origins of many of the major issues of today, such as neo-liberalism, anti-consumerism, and personal identity. Was that a revolution just in that period? Or, have we always been in the midst of it? 1960s? 2010s!

THE NEW MONA LISA

THE (CHAIR)

This research-led practice aims to demonstrate the numerous comprehension perspectives through the interpretation and representation of the objects. To rethink our position in the relationship between the material world by exploring the deeper significance of our everyday objects. As a response to the human-centred perspective, I was trying to reverse the relationship of human and object, to look for the subjective object, to explore the narrative behind them, and the interpretation from the objects themselves.

MAP NAVIGATION

A PERSON AS AN ARCHIVE