Under

Sep 2025

The Under brand identity project, spearheaded by graphic designer Lingfei Cao, establishes a stark, modern visual language rooted in geometric systems and digital aesthetics. The identity centers on a minimalist monochrome palette, utilizing pixelated typography and wireframe distortions to define the brand across digital and physical touchpoints. Moving beyond static assets, the project extends into interactive web design and motion graphics, where dynamic letterforms and interface toggles frame the brand's digital presence. Print collateral and out-of-home advertising in New York City subway stations further ground the identity, pairing high-contrast typography with ambient, urban photography. These executions rely on clean grid structures and vector-based experimentation to maintain visual consistency. Photography contributions by Francesco Ferrarini, Matheus Ferrero, and Chris Mok document the application of the identity in transit environments, emphasizing the interplay between the brand's rigid graphic systems and the organic textures of the city.

Horizontal, Commercial, Clean

Typography