PICH·EF·KES 

Branding identity and collateral design

This project was about creating a proposal for a startup company or organization. The process included creating solutions by means of research and strategy; branding and identity; communication with client, designer, and audience; conceptual deconstruction; and concept and form.  

I have created a store called pich•ef•kes. The definition of pichefkes (borrowed from Yiddish) is small meaningless objects. The store is a quirky sellable exhibit of seemingly meaningless or random objects, but by bringing them into a new light, the objects gain new meaning and provide people a surrounding of objects that tell stories.