Work

Different materials, same eye.

Aiden Jae

Seeing What Makes a Brand Different and Proving It at Every Layer

A fine jewelry label with real substance and no way to put it in front of anyone. The first question was what made this brand different from everything else in the category. Then making sure every layer of the system proved it. Identity, photography, packaging, platform. One coherent argument.

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Encore

Thirteen Years Holding Structural Coherence on an Enterprise Platform

Thirteen years on one enterprise platform. I saw Silverlight was doomed, made the case for the browser, and have maintained structural coherence through three technology shifts. Design system, information architecture, AI adoption. The hard part isn't building something. It's keeping it coherent while everything around it changes.

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This Site

Three years of thinking compiled into what you're reading. The tools described on this site are the tools that compiled it. The methodology is visible. The eye is what holds it together.

This Site →

Joinery

Building a School from Methodology

A methodology school for creative practitioners working with AI. The brand system, course architecture, and platform built from the ground up. Identity, typography, site design, curriculum structure.

Joinery →

Journeyman

Designing a Show from the Mark Up

A video show about design, brand, and AI. Brand identity built from scratch: weld bead mark, Calder Dark type system, warm iron palette, broadcast graphics package. The design decisions documented in a living brand guide.

Journeyman →