BRANDING · 2023

Oracle

For trendsetters, by trend haters.

OVERVIEW

Oracle was a self-directed clothing brand project — the first without a brief. Inspired by the Matrix trilogy, it explored what a brand looks like when aesthetics and mythology are inseparable.

MY ROLE

Sole creative director across concept, product design, and marketing.

Brand IdentityGraphic DesignMarketingArt Direction

PROCESS_

RESEARCH_

Studied the visual language of the Matrix and mapped it to digital culture — memes, nostalgia, glitch aesthetics. Identified an audience that rejects mainstream trend cycles but participates in underground visual culture.

IDEATION_

Explored dark, futuristic typography and layered graphic treatments. Designed multiple t-shirt concepts using distorted text, symbolic imagery, and bold negative space. Developed 'Buy Oracle' as a campaign device — deliberately blunt, almost ironic.

KEY DECISIONS_

Marketing leaned into retro-digital formats: vintage TVs, old monitors, lo-fi social graphics. This kept Oracle feeling anti-trend even while actively selling. The slogan 'For trendsetters by trend haters' was central to every touchpoint.

SOLUTION_

A coherent brand identity including six t-shirt designs and a full campaign using meme culture and nostalgic visuals, presented across social formats and vintage screen mockups.

REFLECTION_

Oracle taught me the difference between art and branding — branding needs purpose, not just aesthetics. That distinction now sits at the start of every design process. I'd push the world-building further if revisiting — Oracle deserved lore, not just a logo.

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SOHO