Portfolio Projects

Blackstone
Editorial/Web Design
2022 (WIP)
Estonia e-Residency
Editorial/Web Design
2022 (WIP)
Augmented Reality
2021
Game Design
2021
Brand Experience
2020
Brand Platform
2020
Brand Identity
2020
Product Innovation
2020
Education/Activation
2020
Web Tool
2021
Brand Identity
2020
Augmented Reality
2020
Brand Identity
2021
Print
2019
Children’s Book
2020
Web Tool
2020



Theo Haggi
NY, NY


I’m Theo and right now, my creative practice is all about emulating and agitating. I’m 23, watching movies, studying, aggregating tons of inspiration/references on are.na and much more, all to figure out, how to tell the right stories.


︎︎︎ Email
︎︎︎ Instagram
Goodfellow Grooming [WIP]
Andrew Grant - Creative Strategy / Social Strategy
Print, Web, Digital, Spark AR
[Fall 2020]

Write-Up


With Goodfellow Grooming, we saw an opportunity for Target to move an impressive subsidiary brand into a space that’s virtually empty: affordable, contemporary, men’s grooming. Our goal here was to create an identity for this Goodfellow, spin-off, brand which would target Gen-Z. In time, we hope that this brand would be able to open brick-and-mortar locations but for now, in today’s current e-commerce climate where smaller entities are able to release quality goods at cost-effective price points, Goodfellow Grooming would be most effective online.

Creatively, we wanted a clean, relaxed style of photography and design that hinged itself on simplicity. We wanted to put the guys of Gen-Z into a different, more natural, light that showed the softer side of masculinity while shedding the drama, bravado, and hyper-masculinity typically found in this vertical. We wanted everything to feel timeless but also appealing to the kids of Gen-Z. The pairing of two serifs in the logo is goes to show the personality of this brand which can best be described as an off-kilter, modern classic.


Digital Banners





Print




 


Video


Webpage



Notes



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