Creative Director
Rebrand Launch 2018

Brand Overview
Astek is a B2B design and wallcovering studio that fuses advanced digital print capabilities with artistic innovation. Serving hospitality, retail, commercial, and residential sectors, the brand transforms walls into immersive, art-forward surfaces. Through custom collaborations and original collections, Astek delivers striking visual impact with technical precision.

In 2018, I led a comprehensive brand refresh to modernize Astek’s identity and clarify its role as both a manufacturer and a creative leader. We removed “wallcovering” from the name, repositioning the brand from vendor to visionary.

Visual Identity
The brand’s visual system is neutral, refined, and intentionally restrained, designed to let the product shine. A palette of soft blacks, whites, and grays frames vibrant murals and patterns, while the clean, modern logo adapts across business cards, packaging, signage, and digital collateral.

This approach extends to physical spaces, where neutral finishes in Astek’s showrooms and tradeshows create a gallery-like backdrop, elevating Astek’s designs as art.

Creative Direction
I led Astek’s brand evolution from strategy to execution. Working with Astek’s internal brand strategist and marketing team, I art-directed the original moodboards, selected the type and color palettes, and oversaw all creative assets.

From lookbooks and video content to tradeshow environments and Astek’s NYC showroom, I directed key brand expressions that reflect Astek’s identity as a technical innovator and design tastemaker.