Social
NUWAJ Brand Styling and Advertising
About Nuwaj
Nuwaj was developed as an intensive, semester-long project focused on building a cohesive brand from the ground up. The scope included a full stationery set, professional business cards, promotional products, and a guerilla advertising campaign. To ground the brand in reality, I produced 10 physical prototype products using recycled vases to give a new purpose to nicely designed old glass pieces.
Mobile Ads / Gifs
I developed a series of subtle mobile advertisements rendered as looped GIFs. These assets feature an atmospheric smoke-shimmer effect in the background another visual nod to the product’s true nature that remains abstract enough to satisfy advertising compliance. The motion is paired with the rhythmic appearance of the headline “Inhale the good vibes,” creating a sensory experience that resonates with the target demographic. This digital campaign demonstrates an ability to translate a static brand identity into a dynamic advertisement.
Challenges
A primary challenge of this project was navigating Quebec’s strict regulations regarding the marketing of smoking accessories. To remain compliant while staying true to the brand’s aesthetic, I leaned into the product’s origin as a recycled glass vase. I developed the campaign headline “STOP, and smell the flowers” which serves two purposes. While the visual of a unique floral vase satisfies legal requirements for general advertising, the phrasing acts as a subtle “nod” to the target demographic, demonstrating how strategy can bypass creative roadblocks.
Motivation
Encouraged by my professor to push beyond the standard curriculum, this project evolved from a typical group assignment into an intensive solo endeavor. While others were hesitant to navigate the strict college and legal policies surrounding the subject, I chose to take the project on alone. This required building a brand that balanced legal, moral, and societal boundaries without sacrificing professionalism. Through many iterations, I ensured every asset was fully compliant with regional regulations and radiated the same cohesive brand energy.”
About the Prototypes
The prototyping phase required a deep understanding of material limits. I sourced vintage glass from estate sales and thrift stores, specifically selecting aged pieces for the glass thickness required to withstand high-speed drilling. I personally executed the fabrication for all ten units, drilling each vessel and custom-fitting gaskets to accommodate varying wall thicknesses and surface textures. To ensure perfect functionality, I also hand-bent bulk-sourced downstems, tailoring the curvature of each to the specific internal geometry of the bottle.
My Favorite Part
While many chose the safety of traditional concepts like restaurants or arcades, I was drawn to this project specifically because of its hurdles. I thrive in the space where design meets real-world friction. My favorite part of the Nuwaj journey was developing ‘out-of-the-box’ solutions that allowed the brand to function and flourish in spite of constraints. Staying compliant while pushing boundaries wasn’t just a requirement; it was the most rewarding part of the process. It proved that design isn’t just about what looks good it’s also about adapting to problems.