Shivom Patel
is an art director & designer based in SF.

  1. Plaid RKO 2026 Identity
  2. Basenote Fragrance
  3. US Open
  4. Impossible Foods
  5. Thesis Identity Expansion Case Study
  6. BJ’s Brewhouse
  7. My Sandbox



Clients: Plaid, Adobe, Toyota GST, Impossible Foods, Taylor Farms, King’s Hawaiian, Us Agency, TA3, Thesis, Day Job, SF Film Festival, Deutsch LA, Erich and Kallman, BJ’s Brewhouse, Rule of Three Agency, Framework, Great Wolf Lodge










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Thesis Brand Case Study


Create a brand system for a brain supplement company that balances scientific credibility with a more human, emotionally engaging daily experience.
Brand Refresh

2025



CHALLENGE
The brand leaned on authority cues—dense type, tight spacing, and product-first imagery—creating distance and rigidity. It felt closed and static, limiting emotional connection and flexibility. Iteration was slow, repetitive, and hard to scale.
REFRAME
We shifted to a human-centered system designed around daily presence and emotional resonance. Scientific credibility is balanced with openness and softness. A modular approach enables speed, flexibility, and evolution.

EARLY EXPLORATIONSUsing an insight → idea → execution model ensures each exploration is grounded in strategy, clearly articulated, and effectively tested in application.
We explored both a high-energy, performance-driven direction and a precise, science-forward system to test extremes of expression and structure, but each ultimately felt too one-dimensional—one too overwhelming, the other too clinical—to support the calm, human-centered experience the final direction required.



FINAL DIRECTION: THOUGHTFUL RHYTHMA calm, open system focused on softness, space, and restraint. Organic forms and subtle patterns create warmth and clarity. The brand feels supportive and integrated into daily life.



REFRAMING THE VISUAL FOUNDATIONA new visual language defined by natural light, minimal intervention, and human-scale compositions—elevating everyday moments into a premium, wellness-driven aesthetic without clinical cues. Imagery shifts from product-led to experience-led for flexibility, with assets built for fast reuse and recombination—reducing production needs while increasing efficiency.




GRAPHIC EXPANSIONThe identity was extended with modular elements and flexible typography. Structured spacing ensures consistency across formats. The system scales while maintaining recognition.




SYSTEMS THINKING & OUTPUTBuilt for speed, the system supports rapid iteration across channels. Modular assets enable testing and continuous evolution. Campaigns work as a connected ecosystem, not one-offs.