JB – Brand Identity & Visuals

Graphic Design / Creative Direction
Project Overview
JB is a CULT-inspired crypto-native art project blending mystery, satire, and cult aesthetics. The project's mission was to create a recognizable yet anonymous visual identity rooted in mythology, irony, and counterculture. From the name to the narrative, every visual had to feel raw, irreverent, and weirdly human.

My task was to establish the brand’s entire visual system from scratch, including its primary symbol, art style, and design personality. The result is a stark, high-contrast universe defined by masked characters, grainy texture, and minimalist design language — invoking both anonymity and ritual.
My Contributions
- Designed the main JB character: hooded, minimalist, expressive, and meme-adaptable

- Developed original logo & wordmark using hand-drawn glyphs for authenticity

- Created a consistent illustration and post aesthetic: B&W photography + graphic overlays

- Helped define the art direction and style guide for future content and lore expansion
The visual language for JB was built around simplicity, mystery, and contradiction — an anonymous cult-like figure dropped into hyper-ordinary or surreal real-world environments. To achieve this, I combined black-and-white photography with flat, cloaked silhouettes and minimalist facial expressions to create tension and intrigue.

The logo system was intentionally raw and asymmetric, handwritten to preserve a sense of imperfect humanity within a digital-first brand. Each visual asset served both as artwork and lore—hinting at a deeper narrative while staying meme-adaptable and modular for social media. This project challenged the boundaries between brand and character, resulting in a design system that feels more like an evolving myth than a conventional identity.
Creative Process & Impact