WORK

Down to the Wire

SERVICES

JAN 2026 — MAY 2026

TRADE SHOW | PRINT | BRANDING | PACKAGE | WEB

Project Overview

Down to the Wire is a speculative design capstone showcase presenting a comprehensive brand identity that could exist within a theoretical future 100 years from now.

I was tasked with developing a 3D museum exhibit to display a collection of “artifacts” representing this brand including various collateral activations, one main 3D artifact, and one artifact describing three target personas.

Although this is a branding project at its most basic level, this project is also a hefty challenge in exploring the possibilities behind research-based visual storytelling.

My project explores a possible future in which a post-war American society becomes emotionally desensitized by exposure to constant government propaganda promoting authoritarian values and is brainwashed into believing that they must now take empathy supplements to find meaningfulness behind emotional connections.

Key Messaging

There is no bandaid for apathy, only effort in understanding

Unchecked capitalism always leads to social inequality

Empathy is reliant on openness to secondhand experience

The Marwood Administration

Power

Respect

Order

The Marwood Administration—led by Ian Marwood—is a presidential administration that assumed power over the United States government late November 2083 and converted the country to an official dictatorship as of 2084. Inspired by traditional authoritarian values, the Administration arose after a long line of administrations marked by progressively more questionable moral standards.

After its conversion, American citizens opposing the decision took up arms against the military, resulting in America's second Civil War later nicknamed the Liberty War. Shortly following the militia's tragic failure, the Administration began releasing mass propaganda to sway public opinion of Capitol Hill, however, it massively backfired by desensitizing American citizens to all emotion. With the economy in a nosedive, the Administration was forced to come up with a cure that became Rewire.

Mercury

HEX: #E5E6E4

RGB: (229, 230, 228)

CMYK: (9, 6, 7, 0)

Khaki

HEX: #C0B990

RGB: (205, 185, 144)

CMYK: (14, 20, 43, 7)

Radical Red

HEX: #EF3A53

RGB: (239, 60, 84)

CMYK: (0, 92, 62, 5)

Mud Green

HEX: #706F30

RGB: (112, 111, 48)

CMYK: (53, 42, 97, 23)

Dark

HEX: #212B2A

RGB: (33, 43, 42)

CMYK: (76, 62, 64, 66)

Rewire

Wellness

Innovation

Reliability

Rewire is a pharmaceutical drug corporation founded by the FDA and created by Dr. Tristan Devlin in the year 3003. Its original purpose was to serve as a federal response to treat rising levels of emotional apathy in Americans following the government's catastrophic decent into authoritarianism in 2086. However, the Dictatorship's constant pressure on the FDA to finish producing a formula lead them to begin selling the drug without clinical trials and without the slightest idea of what it was truly capable of. As a result, the richest suburban Americans of The Advent were quick to become addicted to Rewire's misleading placebo.

Doctor

HEX: #FFFFFF

RGB: (255, 255, 255)

CMYK: (0, 0, 0, 0)

Frost

HEX: #DBECEB

RGB: (219, 236, 235)

CMYK: (13, 1, 7, 0)

Clarity

HEX: #99CFCD

RGB: (153, 207, 205)

CMYK: (40, 3, 20, 0)

Verdigris

HEX: #4CB7B3

RGB: (76, 183, 179)

CMYK: (66, 5, 34, 0)

Oasis

HEX: #176A67

RGB: (23, 106, 103)

CMYK: (87, 40, 56, 20)

The Mirror

Responsibility

Transparency

Ethical Practice

The Mirror is a nonprofit behavioral medicine clinic founded by Dr. Tristan Devlin that reteaches patients how to naturally rewire their brains using talk therapy and cognitive behavioral therapy (CBT). Specifically, this clinic serves patients in The Hollows, a slummy neighborhood comprised of sardined Rewire factory line workers who are too poor to afford the Rewire drug. After the
Administration declared The Mirror as treasonous, it started secretely operating within a rotating set of locations throughout The Hollows to avoid being raided by the military.