Halfway Construction

A satirical construction brand system spanning identity, motion ads, packaging, and landing-page concept work.

I developed Halfway Construction as an end-to-end brand exercise with a deliberately satirical tone. I led identity design, poster direction, packaging, social and video ads, and a landing-page prototype using Figma, After Effects, and Illustrator. The challenge was keeping the concept playful while maintaining enough structure for system-level consistency. I built reusable visual rules so the campaign remained recognizable across print, motion, and web outputs. The outcome was a cohesive cross-channel brand system with a clear voice and consistent execution.

Tools: Figma, After Effects, Illustrator