As Art Director for Site of Sites, this project involved shaping the brand identity from the ground up, providing creative guidance across web, social, and physical touchpoints. The visual direction centers on a raw, manual aesthetic, featuring hand-drawn illustrations and a distinct logo style that offers a tactile, authentic counterpoint to the digital web. This combination introduces a softer design touch, creating a balance between modern technicality and human craft. The creative foundation extends from the digital platform into custom swag and brand assets, establishing a cohesive yet unpolished presence that captures the evolving essence of contemporary web design.