Personal brand

Art Direction, Graphic Design, Photography

So what´s the thing with the artichokes?

For my personal brand I used an artichoke as a metaphor of what design means to me. 

Artichokes are elegant, geometric and perfect. And yet, underneath all the layers, the only edible part is the heart. If you ever try to cook artichokes, you will find that the layers are quite hard to remove. Just like design, you have to fight really hard to get a good one. Also in design, what you see is the top of the iceberg. Like the heart of an artichoke.