Mr. Crank Branding

Branding as the design of being. Mr. Crank is not a brand, but a presence. The project began as an attempt to create a bodyless identity — a digital creator whose visual language becomes his voice, and communication becomes a state of being. The starting point was to invent the artist himself: a conceptual persona built from scratch using generative tools, embedded in a complete visual and narrative system. The art direction was not about designing a product — but about building a world: coherent, conceptually resistant, and semantically charged.

Each element of the system acts as a signifier: typography as cultural code, color as warning signal, medium as manifesto. There is no logo — only structure. No tagline — only a cold system message. The role of creative direction was to give form to uncertainty: a disembodied identity, present through aesthetics alone. Every decision was driven by the intention to design friction and distance — the visual language doesn’t seduce, it resists. Communication is declarative, the aesthetics are brutalist, and every asset follows the core idea.

The project operates across formats — glitch video, raw posters, vacuum-packed artifacts — creating a layered, performative identity. The creative process wasn’t about selling or branding in the classic sense, but about initiating an experience — somewhere between a persona, a narrative, and an installation. This is art direction that designs presence, not style. Branding that doesn’t represent — it unfolds.