The Dérive reimagines the hotel experience for travelers seeking authentic cultural immersion—combining seamlessly integrated tech with a rotating residency program that showcases local artists and culinary talent. Inspired by the spontaneous nature of a dérive, our design system draws from American artisan traditions like quilting, using bold geometry and regional symbolism to create a visual language rooted in place.
It's time for a refresh. This direction utilizes a color system and tailored blending modes to represent the intersectionality of vibrant performances and constant innovation at the BAM.
Academic Work Brand Designer: Zeta Cruz
Fantastic Acid
Challenged to create an advertisement for Fantastic Acid, it quickly became apparent that the brand’s integrity would be violated through traditional advertising tones. Instead, we focused on the voice and purpose of Tristan Mausse’s craftsmanship over the look of the boards, which are unique to the rider.
Academic Work Design and Film Direction: Zeta Cruz Art Direction:
Beam Sosothikul
Morphology
Morphology visualizes my journey of self-discovery through grit, perseverance, passion, adaptation, and collaboration.
Challenged to re-approach an already existing brand/logo, this direction maintains the emphasis on the objects while visualizing ads and brand applications centered around the purpose of the brand.
Academic Work Brand Designer: Zeta Cruz
Misfits Market
“Tell the audience our brand’s truth, but make it sound like you’re talking to a friend.”
Academic Work Art Director, Copywriter and Designer: Zeta Cruz THERE’S NOTHING TO BE ASHAMED OF
Ease
Lettering Design to showcase that Ease is here to soften the edges, to replace tension with curiosity, and to inspire a world where closeness isn’t something we struggle to find—it’s something we ease into, together.