Client: Self — Pears Media Group LLC, a full-service brand and marketing agency founded in 2019.
Role: Creative Director / Brand Strategist / Designer / Developer
Disciplines: Brand Strategy, Identity Design, Typography, Web Design & Development, Motion & Interaction Design
The Problem
The agency formerly known as Pear’s Studio was forced into a rebrand by New York State legislation restricting the use of the word “studio” — an external legal constraint that could have been handled as a bureaucratic name swap and nothing more. Instead, it surfaced a deeper question: if I was going to rebuild the brand anyway, why not build it into something that actually reflected what the agency had become? The real problem wasn’t the name. It was that the identity hadn’t kept pace with the work.
The Process
I treated the constraint as a creative brief and rebuilt from the ground up. The new name — Pears Media Group — anchored a completely rethought identity system: a CMYK-inspired color architecture (Cyan for Services, Magenta for Portfolio, Yellow for About, Black for Contact) that turned navigation into a visual language, All Round Gothic typography by Ryoichi Tsunekawa chosen for its convergence of Art Deco, Postmodernism, and Futurism, and a geometric logo refined with mathematically precise letter spacing and negative space. The website was designed and developed to match that ambition — an animated clock hero that responds to time and season, heavy typography, and layered motion and interactivity — with a new home at pears.nyc.
The Results
The rebrand repositioned the agency philosophically, not just visually — the new identity communicates a level of conceptual rigor and creative specificity that the previous brand simply didn’t. The site became a proof-of-concept for the kind of work I offer clients: systems-thinking translated into expressive, interactive design. It’s the most honest artifact of how I think, and it operates as both a portfolio and a brand statement in its own right.
