tm:rw
Brand Identity Design (2025)
AI Art by Danielle Shami
scope of work
graphic design
packaging design
brand identity development
photography
background
with the launch of tm:rw, a first-of-its-kind flagship innovation destination in times square, I worked as part of the founding team to help shape its visual identity and creative output. rooted in retro futurism, digital naturalism, and editorial-level design, the goal was to translate tm:rw’s vision—where technology, culture, and creativity converge—into tangible experiences across retail, events, and media.
my work focused on developing graphic systems, visual assets, and brand-aligned content that translated tm:rw’s identity into a cohesive language across digital, print, and spatial touchpoints.
BRAND IDENTITY
tm:rw’s brand identity is anchored in digital naturalism—the tension between sleek futurism and organic softness. tm:rw embodies this vision, blending reflective chrome forms with surreal botanicals, liquid textures, and biomorphic structures.
these assets visualize the store’s core aesthetic: metallic surfaces that reflect innovation, softened by natural elements that reintroduce humanity and warmth. together, they form the foundation of tm:rw’s visual language—editorial, immersive, and future-facing.
from concept to application
tm:rw’s visual identity was first seeded through ai-generated artwork, merging organic textures with futuristic digital forms to define a language of digital naturalism.
building from these conceptual assets, I translated the imagery into tangible outputs—refining typography, color, and composition to create scalable systems for graphics, signage, social content, and in-store printed collateral.
