Gucci

Gucci
A house of codes, reimagined.

A speculative remix of Gucci’s visual language—melding the signatures of its most iconic creative directors into one expressive, generative identity. This vision celebrates the brand’s centennial through a high-gloss anniversary book, a digital museum room infused with Italian architectural classics, and a bold facade concept in Florence. Floral codes bloom with optimism, while vibrant color and expressive detail animate space, surface, and story.

Reframed Worlds—For most of my career, I’ve shaped brand worlds—narratives, systems, and creative codes—for names like Gucci, Lexus, Delta, Fontainebleau, The Cosmopolitan of Las Vegas, Shinsegae, and more. I revisited a few briefs, reframing them through new creative rituals—blending instinct, insight, and generative intelligence. These are the results.

Creative Brief