Inspired by the American west, Desperado aims to bring the spirit of the desert and sun into people's homes. With the use of familiar visual territory of cowboys and cacti, the aim with the brand identity is to redefine what the west could mean for a contemporary audience. The result is a playful brand identity that tells the stories of the inspirations behind the scents.
In collaboration with illustrator Catherine Potvin, the scents for the initial collection were brought to life with quirky, whimsical characters, personifying each scent — adding a playful dimension to Desperado's brand.
The logo is set in foundry Newlyn's New Kansas, which takes inspiration from Cooper Black — further evoking a sense of nostalgia, especially in the 60's, the height of great counter cultural movement.
THE NEW YORK TIMES all access train takeover
ROLE: SR. ART DIRECTOR DISCIPLINE: brand identity, packaging, art direction, photography
Creative direction: jordan Jacobson Design: Jessica HUang, Dan Lindsey, Alex Van Dorp Copywriting:Jennifer Cegielski
2024
In order to drive reappraisal of the breadth of what The New York Times offers, we crafted a unique and immersive campaign, right in our own backyard. Taking over the S train between Grand Central and Times Square, each car was outfitted to represent each product that comes with a Times subscription from News, Cooking, Games, Audio, Wirecutter and the recently-acquired The Athletic.
The aim was to surprise and delight subway riders with a physical representation of what each product offers — where they can find themselves in a kitchen in the Cooking car, a world of illustrations from the Metropolitan Diary column to a locker room in The Athletic car – bringing to life the world of The Times into people's commute.
Each car was designed in correspondence with the sub-braand's colors and iconic branding, creating a colorful and vibrant train.
MASERATI THE ART OF FAST
ROLE: SR. ART DIRECTOR DISCIPLINE: digital
Creative direction: Nam le director: bas berkhout
2021
For this immersive digital experience, we placed the brand’s legacy of commitment to craftsmanship and innovation at the heart of it. The Maserati brand is defined by a unique duality — performance-driven luxury. And while much has changed in the 106 years since the company’s inception, the artisanal, meticulous and passionate approach to designing and producing luxury vehicles remains standard.
In "The Art of Fast," we explored how a century-old gold standard is building the luxury car of the future. Through visual juxtaposition, emotional storytelling and stunning footage of the MC20 and Trofeo models, our WSJ custom editorial and creative teams crafted a story that is undeniably Maserati.
TD ameritrade A TASTE OF THE FUTURES
ROLE: DESIGNER and ART DIRECTOR DISCIPLINE: digital
Creative direction: Will misselbrook director: MUG5
2021
In "A Taste of the Futures," we aimed to help empower investors to understand that they already have what it takes to successfully invest in futures. By drawing parallels between investing and the culinary arts, we highlight how harnessing technology, psychology, history and a timeworn approach to the essential elements of their material, empowered investors can become the master chefs of their own portfolios.
For this episodic series, WSJ in partnership with TD Ameritrade, produced interactive videos, as hosted by Jamie McDonald, where he interviews luminaries and experts in the culinary arts and financial fields. Each episode aimed to draw the evocative parallels back to futures to make futures trading feel more understandable, relatable and ultimately, empowering.
Grin
ROLE: designer DISCIPLINE: brand identity
Creative direction: Kim Le liboux
2021
Our aim was to serve informed, savvy consumers with a superior cannabis oil product. Wanting to capture a sense of fun and ease, the resulting brand identity is a cohesive and youthful voice.
Bold color and typography were central to the brand expression for Grin. Combining bright, sometimes contrasting colors to show the brand’s exuberance, along with a rounded yet solid typeface to help create a voice with a contemporary appeal.
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GLOBAL X CHARTING DISRUPTION
ROLE: DESIGNER AND ART DIRECTOR DISCIPLINE: digital
Creative direction: Nam le
2023
Global X partnered with The Wall Street Journal Custom Studio to bring to life a digital program aimed to educate their readers on the disruptive innovations happening around the world and their added values across industries.
The program was divided into four thematic chapters in multimedia article formats, highlighting notable figures that are influencing the world today. Each chapter delves into the themes along with articles, photographs and videos, designed to be digestible for an otherwise complex and nuanced subject.
polestar making anew
ROLE: ART DIRECTOR DISCIPLINE: digital
Creative direction: will Misselbrook director: roos brothers
2021
As the automotive industry moves further into electrification, our aim with the docu-style series was to educate consumers on Polestar’s dedication to transparency and equity in manufacturing their vehicles. Our host Oscar Isaac delved into different topics surrounding the brand’s commitment to creating a new standard for EV’s, from sustainability to design.
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Morbi lobortis massa et turpis congue, quis pulvinar nulla ornare. Aenean consectetur orci nnte viverra tristique. Proin feugiat justo a neque porta elementum in vel.
COLE HAAN Chasing Ambition
ROLE: art director DISCIPLINE: digital
Creative direction: Nam le Photography: Clement Pascal
2019
For this visually-driven, multimedia execution we paired original photography and video with snappy editorial to move the reader through the time-stamped experience quickly. Each subject was styled with Cole Haan footwear during their on-location, day-in-the-life shoot, and the shoes were highlighted within the experience.
Each profile highlights the subjects’ day to day in an immersive photo-journalistic format, with anecdotes and quotes from the individuals on what motivates and energizes them to pursue their work.
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The experience also included a video narrative, which is a cinematic snapshot of former basketball player Amar'e Stoudemire as he touched on various topics, including his attempt to get back into the NBA and growth as a businessman.
Creative practice by designer and art director Edgardo Sanchez, specializing in crafting captivating brands and digital experiences. He partners with individuals, institutions and clients to transform their ideas into powerful and effective visual communications — digitally and physically. His aim is to create iconic brands and products that inspire, transform and thrive.
For more information, additional work samples and collaborative opportunities, you can reach him at es@es-cr.com.
SERVICES Brand Strategy Brand Platform Brand Identity Graphic Design Creative direction Art Direction Web and E-commerce Design Packaging Design UX/UI Signage and Wayfinding Environmental Design Content Creation
SELECT CLIENTS Alfa Romeo TD Ameritrade Cole Haan The New York Times Maserati Change Healthcare Lexus iShares Invesco
