For Out of the Blu, I sketched the foundation of the brand’s visual identity and helped shape its narrative as an artist-led platform for storytelling and inter-connected experiences. Inspired by rituals, slowness, and the joy of creating, the identity was rooted in words, performance, and playful visuals. Alongside defining the type system and color palette, I also outlined the brand's tone, values, and visual direction to help communicate its purpose with clarity and warmth.