KERWINMADETHIS


📁 Kerwin’s IdeasArt Director + Designer (Advertising and Branding)

Work with me (Anywhere)Currently: Toronto, Canada
Network:



Hey, its me, Kerwin. I hope I can entertain a couple minutes of your time by showing you a few of my favourite ideas. I worked in advertising as a hybrid art director (The Hive, Juliet Creative), followed by a couple years designing brands for cannabis (High12). My non-traditional pursuit for creativity has enabled me to do things beyond ads and branding like direct music videos, set design, be a jewelry handler, write scripts, and even start a virtual design office (Arena) during the pandemic.

Enjoy this collection from year 1 to now: from one-offs, to campaigns, to random side-quests that sometimes never make it out. Godspeed. 


Ratio



We created RATIO from scratch— a new and fun way to measure your high. We translated existing measures in a visual language that is easy to understand even for the non-consumer.

Branding, Creative Concept


People’s Museum of North Korea: NYC 2024



The (now) annual People’s Museum of North Korea was held during the UN General Assembly in NYC. HanVoice held the installation in two locations: one privately at the Korean Society with a panel of North Korean escapees and family members of those separated from their family, and another for public viewing in SoHo. 

This year’s theme and title is called ‘The Story of Divided Families’ — capturing stories of prisoners of war, Japanese abductees, Korean-American diaspora, and of course, North Korean refugees. 

The experience displayed stories from within the isolated state juxtaposed by the modern life outside the state. 

Editor’s Note: I had the privelage of touring and speaking with curious strangers and those directly influenced by the human rights issues through the duration of the exhibit. Having a space for meaningful discussions and hearing the resonance made by a 4-year long project has been a highlight of my career. I would consider this, a nuanced issue be accesible by many individuals, a success. Where design and creativity can anchor progress, change.

Concept, Curation, Creative Direction, Design

The team:


Made by Arena Ltd. 

Strategy: Sandrine Somé
Creative Direction: Kerwin Santos
Production Design: Electa Porado
Production Assistant: Pablo Cosme
Production Assistant: Josh Hatchkiss
Photographer: Jiraurd Key
Paid Ad Manager: Neil Parbhu


Aviron



The future of connected rowing. 

ARENA worked with the Aviron team to position their product as the link between human competitiveness, gaming, and fitness. Competition and self-improvement wrapped in one machine, we rooted AVIRON’s brand strategy on gaming insights that reflect a community-driven approach to exercise.

We reinvented the consumer-facing brand across all touchpoints with a crisp logo, electric colors, bold fonts and impactful imagery.


    Camel Cafe



    Introducing a film club founded by Canadian-Egyptian producer-director, Sara Elgamal. We paired the logo with an eccentric colour palette that echoes the streets of Cairo. Our exploration is heavily influenced by Sara’s beautiful imagery and experience. 

    1. Branding
    2. Website
    3. Communication Strategy
    4. Copywriting



    Coca-Cola:
    Unlock Summer



    What if we gave teenagers the summer of a lifetime? We created a chatbot in Messenger to give teens ideas on what to do on a hot summer’s day. Free tickets were given away to lucky individuals looking to make the best memories during their break. Simply scan a Coca-Cola to unlock summer!

    1. Art Direction




      People’s Museum of North Korea 2023
      (Market)



      After a branding stint for Canadian-NGO HanVoice, we were tasked to create an awareness campaign for Canadians to realize a historical pathway for North Koreans to seek refuge in Canada was just approved by the government. 

      In 2022, we launched The People’s Museum of North Korea. An experiential pop-up made to let Canadian citizens into the life of a regular North Korean citizen. The campaign was covered by local and national media. The first iteration was an installation made to look like a home: a bedroom, living room, and kitchen. We invited North Korean escapee artist, Sun Mu to showcase his work alongside the installation.

      With the success of the museum, we were asked to conceptualize a second museum in 2023. Enter Jangmadang, also known as The Market.  A symbolic space for North Koreans, the market resembled an act of independence and a generation of kids born into entrepreneurial beliefs following the failure of the North Korean government’s  promise of providence.

      1. Creative Direction
      2. Design
      3. XM
      4. OOH
      5. Digital



      Wuxly



      We created a way for Wuxly to stand out in the Canadian market by a simple refresh and adapted new strategic connections to its loyal and new audience, first through its local community.

      We then encouraged a system of logos, brand voice, and visual direction for better brand recognizability.

      To put these new brand tone to the test, we created a an out-of-home campaign to demonstrate Wuxly’s core pillars through visual haikus. That it’s made in Canada and made with recycled plastics, biodegradable materials, and that it’s made with warmth.


      1. Visual Identity
      2. Creative Direction
      3. Copywriting
      4. Production



      Club Paris



      Through branding, a flexible and easy to implement visual identity, sharp copywriting, and an interactive e-commerce store, we brought Club Paris to life as a nod to the ecclectic downtown-west Toronto scene.

      Club Paris is now Toronto’s coolest wine shop, located on the famed Ossington Ave and curating a variety of the world’s best, independent wines, paired with designerware to complete your home bar.

      Visit their store on Ossington or go ahead and start the night early via their online store.

      1. Branding
      2. Photography by Sandrine Some
      3. Website
      4. Copywriting
      5. Social