Design Process
For &SO, a full-service film and advertising production company, I was responsible for developing the entire brand identity — from the creation of the logo and brand colour palette to the design of the full print-ready artwork for their promotional packaging.
The visual concept for the brand draws heavy inspiration from the world of editorial and magazine culture. I designed the tote bag to mimic the structure and energy of a magazine cover: bold masthead placement, dynamic headline compositions, and an intentionally layered, slightly chaotic layout that feels alive and in motion — much like a film set itself. This design choice captures the essence of &so’s work: vibrant, fast-paced, and storytelling-driven.
Visual Identity
The background is kept neutral in a muted grey, allowing the brand’s signature elements — a vivid brushstroke red and crisp white typography — to command attention. The brushstroke figure at the center represents both human creativity and the raw, sometimes messy energy that sparks great productions.
An important storytelling layer within the design is the text: rather than generic slogans, many of the taglines are direct quotes taken from real conversations heard on production sets. Phrases like "The director yelled 'Action' and chaos instantly followed" and "Bring your ideas to life" ground the design in authenticity and inject a sense of humor and relatability for industry insiders. These snippets of "set life" not only make the design feel personal and real, but also cleverly connect the brand to its audience — creatives who live and breathe this energy every day.
The logo itself — the simple, clean '&so' — is built around the ampersand as a symbol of continuation, collaboration, and endless possibilities in storytelling. The use of "Issue 24" on the bag ties back into the magazine concept, treating each branded item almost like an issue release, celebrating the idea that every new project is a fresh story worth highlighting.
Even practical elements like the QR code were designed to feel editorial, fitting naturally into the layout rather than feeling secondary or disruptive.
Through this brand work, I aimed to position &so as a confident, culturally aware, and highly creative production company — one that not only delivers quality work but also captures the real spirit of what it’s like to be behind the scenes.
