Visual Identity, Naming, Strategy
2025
For Mother New York’s annual ski trip, we imagined an alternate reality where the proudly independent agency had become something much more sinister: a traditional corporate holding company. What began as an identity for the trip evolved into a satirical corporate world built around mandatory team-building, cross-department socializing, and the pursuit of company culture.
The identity draws from the visual language of old-school corporate America—rigid identity systems, utilitarian typography, institutional graphics, and bureaucratic ephemera spanning the postwar era through the ’80s. While the design plays its corporate role with straight-faced seriousness, the tone of voice breaks character with absurdity, dark humor, and overly earnest corporate optimism—turning the whole system into a satire of workplace culture.
Visual Identity, Naming
2025
Studio
Mother Design
Role
Art Director/ Designer
Art Director/ Designer: Gonzalo Donoso
Writer: Will Paugh
Strategist: Trusha Bhatt
Project Managers: Claude Edwards & Caroline Scott
Producer: Jimmy Wade