Structure with a soul.

SETTE.AM

BRAND

A key project in my portfolio is Sette.am, a brand connected to the clubbing scene. As the sole designer commissioned for the project, I was responsible for building its entire visual identity. My role focused on two main areas: first, creating the core brand and the original graphics for the apparel line. Second, I was actively involved in the pre-production phase. I analyzed different quotes and had a key say in selecting the quality of the materials and the best printing method, such as DTG, to ensure the final products matched the creative vision. This experience gave me a solid understanding of how to manage a fashion branding project from concept to a quality-controlled final product.

BRAND

SETTE.AM

Role

DESIGNER

Timeline

[ JUNE 2023- JANUARY 2024 ]

I knew a great design wasn't enough; we needed to make it resonate with the community on a tight budget. My proposal was to move away from traditional marketing and embrace a more authentic, targeted approach: guerrilla marketing. The strategy was simple but powerful: we would gift the first T-shirts to influential DJs and artists within the scene, right as they were about to perform. This would create an organic moment of visibility, capturing the attention not just of the crowd, but of the artists' loyal fanbases. The plan worked perfectly. We started receiving messages almost immediately, with people asking where they could buy the T-shirts, proving that a strong concept, combined with a smart, community-focused strategy, can create genuine demand.

The Brief & The Creative Breakthrough

When I was commissioned to create a brand for the clubbing scene, the initial challenge was to avoid clichés and find an authentic voice. The breakthrough came fast, when I stepped back from complex ideas from the others and focused on a universal, almost primal feeling: the quiet, reflective moment at the end of a long night. I thought about the transition from the darkness of the club to the first light of dawn, a moment of peace and clarity. This led me to a simple, powerful idea: my favorite number, 7, representing 7 a.m.—the symbolic end of the night and the beginning of a new day.

The Concept & Visual Execution

With "Sette.am" as the anchor, the entire brand identity fell into place. It became more than a time; it became a symbol for youth, for those fleeting, beautiful moments that feel eternal. It's an ode to the shared experience of a generation. The visual execution had to reflect this raw, essential feeling. We chose a black-and-white palette to mirror the transition from night to day, keeping the design minimal, clean, and almost brutalist. This wasn't just an aesthetic choice; it was a strategic one, designed to represent the raw essence of the techno scene and to stand out with understated confidence. Every element, from the typography to the logo, was crafted to be simple yet impactful.

CONCLUSION

Looking back, Sette.am remains the project I'm most proud of, not just for the design itself, but for its real-world impact. The most rewarding part was seeing our targeted guerrilla marketing strategy pay off almost instantly. The organic buzz we generated within the techno scene—with people actively seeking out the brand after seeing it on their favorite artists—was a powerful validation of our creative and strategic choices.

The brand’s continued success today, even as it operates independently, is a testament to the strength of the foundational identity we built. We created something with a genuine, relatable core that was able to resonate deeply with its community. For me, this project solidified a core belief: that the most successful brands are born when a strong, authentic concept is paired with a smart, community-focused strategy.