Literally everything for the brand for Sleeperzzz.
For the Sleeperzzz
Challenge
Hustle culture is toxic, elevating material achievement above individual creative expression, genuine relationships, mental and physical health. However, for many on the come-up, the promise of acknowledgement outweighs the negatives.
Approach
Make a negative the vehicle for positive change. I took my mother’s maiden, once a source of bullying, and turned it into a symbol of pride for every nobody. TIPPIE celebrates today’s nobodies, tomorrow’s somebodies: the underestimated and mostly anonymous game-changers. #sleeperculture
Outcomes
Identity
Physical Product
Messaging
Generative AI Key Art
TIPPIE is rooted in strong design principles; simplicity over decoration. We embrace mood-making colors and a progressive perspective.
To quickly test visual concepts without the overhead of photographers and models, I made key art with AI.
