Creative Direction & Brand Development for Marx Et Al
Building, launching, and maintaining the comprehensive brand ecosystem for Marx Et Al, a Brooklyn-based luxury lighting and object studio.
Role
Creative Direction
Objective
Translating a highly intellectual, centuries-spanning artistic vision into disciplined digital and physical systems—ensuring seamless brand continuity across the web, a curated social presence, and tactile print media.
Tools: Photoshop, Lightroom, Premiere, InDesign, Illustrator, Edits, Google Workspace
Skills: Graphic design, multi-channel content production (photography & videography), digital asset management
Identity
Role
Designed the custom wordmark, logo, and a full suite of vector graphics, print assets, and posters.
Inspiration
Sourced directly from the studio's product roots—combining the lines of Art Deco master Ruhlmann and figures of Wilhelm Kåge’s argenta, with layouts and typefaces of highly stylized 1920s–1940s ephemera.
Strategy
Built a "curated collection" of design history rather than a sterile corporate branding, giving every asset a sophisticated layer of storytelling.
Digital Touchpoints
Role
Produced all photo and video content, bridging the gap between the lead designer’s vision and the web developer’s literary layout through hands-on creation and CMS asset management.
Collaboration
Understood the direct relationship between the website design and social media presentation, translating the site’s gridded, editorial feel into the social ecosystem to ensure seamless brand continuity.
Strategy
Factored this web-to-social continuity into the actual content creation process. Built a disciplined system posting three items at a time with custom patterns for carousels, reels, and stories, adding a signature white frame around every post to make the images feel artful and archival, and as a nod to the web design.
Community
Strategy
Connected our real-world industry networking with our digital presence, translating in-person relationships and design events into active community engagement on Instagram.
Role
Ensured the print world matched the digital by managing the brand experience down to the tangible details, considering everything from physical paper textures to photo finishes. Paired this with a hands-on event strategy—attending industry gatherings, tagging collaborating artists and designers, and actively engaging in the comments to emphasize our physical footprint in the digital space.