Putosmodernos
Joining Putosmodernos marked the beginning of a new stage where product design, graphic design, and creative direction converged. I was responsible for the entire process, from conceptualizing each collection to product development, as well as shaping its communication strategy and launch.
The main challenge was to support the brand’s evolution toward a product-led business model while building on its strong foundation in copywriting and marketing. At the same time, the project required balancing Putosmodernos’ signature ironic and provocative voice with a more refined visual language capable of communicating the value of the design and the quality of the products without losing the brand’s distinctive personality.
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Complete filing kit
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3D organisers
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Ideas Lab
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Cable organiser
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My brain collection
Campaign communication
Starting from the internal brief—to design a collection of three caps—we developed a concept that would give each piece a distinctive and immediately recognizable identity. To make the collection more engaging while staying true to Putosmodernos’ signature tone, we created three archetypes that reflect familiar personalities within today’s social landscape.
Once the three archetypes were defined, the next step was to build a distinct visual universe for each of them. While every composition follows the same underlying structure and shares a common visual language, each character reinterprets these elements through their own personality. This approach resulted in three cohesive visual scenes that strengthen the identity of the collection while highlighting the stylistic differences between each archetype.
