Avant Garde Finance

proposal

Art Direction

Branding

Graphic Design

Motion Design

Gen AI

In rebranding Avant Garde Finance — a leader bridging Decentralized Finance (DeFi) and Traditional Finance — I proposed a visual identity and campaign anchored in the idea of DeFi Gravity: the invisible pull connecting people, capital, and opportunity across an open financial ecosystem. The new logo, with “A” and “G” formed from converging arrows, symbolizes the dynamic flow of capital, strategic portfolio growth, and the decentralized, borderless nature of modern finance. To bring this concept to life, I directed a series of AI-generated campaign visuals with a sleek, fashion-forward aesthetic. Through motion blur and crystal-clear focal points, these images represent both the speed and precision of Avant Garde’s approach — a balance between momentum and control. Spanning Art Direction, Graphic Design, Motion Design, and Generative AI, the work positions the brand as a bold, future-ready force redefining the financial landscape.

An interactive experiment where arrows dynamically point to the moving the cursor — a visual metaphor for attraction and pull, as if defying gravity itself. This micro-interaction illustrates the idea of forces at play showcasing how design can make abstract concepts tangible.

To extend the identity, I directed a series of AI‑generated campaign visuals where motion blur and crisp details embody both the velocity of financial change and the precision of Avant Garde’s expertise. This aesthetic became the backbone of a bold new narrative for the rebranding proposal.

The models were developed through a three‑step workflow: prompts refined in ChatGPT, images generated in MidJourney, and final polish in Photoshop.

This process allowed me to merge creative direction with generative AI, producing a cohesive campaign identity that balances speed, precision, and modernity.

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