tomorrow

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Tomorrow (tmw) is the art direction and graphic design practice of Tess Marie Whitehead.

Project
ojeito

Role
Art Direction

Credits
Agency Supply
Designer Mackenzie Steele
Photography Dino Manuel & Ralph Rodriguez

ojeito (pronounced o-jay-tow) is a versatile accessories brand launched in 2021 to create bags that adapt to an ever-changing day alongside you. Their flagship product, the go-kit, combines three go-bags — small, medium, and large — that can be worn on their own or sit neatly in their respective compartments in the accompanying ojeito backpack or tote. One versatile bag system, with everything in its place, the ojeito bags were created so you can organize, pack, go.

Using the brand's established visual identity, we created a digital retail experience that serves as an outfitter destination for ojeito's target customer, the creative venturer. We used a grid system that acts as individual containers for each element of the go-kit to communicate the core concept of organize/pack/go. The design inspiration comes from icons who are always ready to go — James Bond, La Femme Nikita, Villanelle, and John Wick. Each has an advanced team or central ops that equips them with exactly the right tools to complete their mission. The entrance into this world is marked by the perfect circle — a portal and universal symbol of totality, wholeness, the self, and timelessness. Through it, consumers step into the world of ojeito: from chaos and disorder into clarity and ease, with everything in its place.

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