FEZ is a city branding project for Fez, Morocco. It is a modular frame inspired by the city's historic leather tanneries. The frame adapts to different formats, including souvenirs, public signage and large-scale advertising.
Frame generator & Blender
The frame was modelled in Blender and integrated into a web-based asset generator. Users can adjust its colour and shape to create assets for different formats and campaigns.
The frame can be used across social media, creating a consistent visual identity by framing images and graphic content.
The identity system is generative rather than fixed. Each application is different while maintaining a consistent visual language.
Leather Tannery
The frame pattern is based on the layout of the leather tanneries in Fez. The circular dye pits were simplified into a modular graphic system that forms the basis of the visual identity.
Casa da Música Sagmeister
The project references Stefan Sagmeister's identity for Casa da Música, where a single graphic form changes in colour and proportion depending on the application while remaining recognisable.
Visual identity & inspiration board
Solo project.
Role: Concept development · Asset generator design