Geminaes

Geminaes: Crafting Identity, Creativity, and Strategy

Half way 2024, I was commissioned by entrepreneur Mitchell R. Duffree (former We Are Duffree) to help shape Geminaes. I said yes straight away. The goal? Create a forward-thinking agency meets production company that blends creativity with strategy, and authenticity with innovation.

My role? A little bit of everything: from brand identity and creative direction to copywriting, art direction, and process management. I co-developed the voice and look of the agency, ensuring it felt fresh but grounded, vibrant but authentic. Every decision was about building something that didn’t just look good, but made sense for the future.

To me, this project was about finding the balance between new ideas and real-world execution. And it had multiple layers that I love so much: crafting a brand, setting a creative vision, developing a strategy that sticks, and turning a concept into results.