Goal: Select an object before knowing of any end deliverables then a letter. Over the course of 10 weeks explore and develop and brand concept around the object and choose letter with emphasis on exploring type and image.  

Developed from analyzing the form and function of a single dart. With further research and photography, this sleek and punctual object inspired the concept for Xiphoid, a black car service.

"Xiphoid" based on the Greek for swordlike.  


Two promotional posters, one package system, storefront and interior design concepts that continue the visual esthetic developed during the early discovery stages through sketching, secondary research and digital iterations.