A portal into the many dimensions of cannabis
A new multi-sensory and experiential destination that explores the many facets of cannabis culture has landed in New York’s Soho. Offering five floors of unique exhibitions and experiences, THC NYC aims to be a beacon of “high” culture, and our identity helps to transport visitors out of the ordinary and immerse them in the extraordinary.
Against the backdrop of a major shift from subculture to mainstream, The House of Cannabis (THC NYC) founders acknowledged early on the key role this unique “museum” will play in breaking stigma, changing perceptions, and elevating cannabis culture both for experienced and newly curious audiences. Its visual identity therefore needed to facilitate all of these elements, while avoiding so many potential cliches and tropes.
Base touched almost every brand aspect: from naming and strategy, to the website and merchandise—all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.
A custom typeface speaks to urban culture, with plenty of attitude, and merch was created with a streetwear sensibility. For the art direction, clouds represent the ethereal, and also act as euphemisms for smoke, while color gradients evoke the feeling of ever-changing moods and constant discovery.
A new multi-sensory and experiential destination that explores the many facets of cannabis culture has landed in New York’s Soho. Offering five floors of unique exhibitions and experiences, THC NYC aims to be a beacon of “high” culture, and our identity helps to transport visitors out of the ordinary and immerse them in the extraordinary.
Against the backdrop of a major shift from subculture to mainstream, The House of Cannabis (THC NYC) founders acknowledged early on the key role this unique “museum” will play in breaking stigma, changing perceptions, and elevating cannabis culture both for experienced and newly curious audiences. Its visual identity therefore needed to facilitate all of these elements, while avoiding so many potential cliches and tropes.
Base touched almost every brand aspect: from naming and strategy, to the website and merchandise—all centered around communicating the museum as a place that’s experiential and educational; a cultural institution rather than a dispensary. Since cannabis can transport the mind to different places, the iconic arched windows of the house’s historic building at 427 Broadway were an obvious tie-in to represent portals to other realms. This shape informed a tight visual framework that revolves around a flexible motif, used to either contain or frame a wide range of content, and acting as both a conceptual and a literal window into the world of THC NYC.
A custom typeface speaks to urban culture, with plenty of attitude, and merch was created with a streetwear sensibility. For the art direction, clouds represent the ethereal, and also act as euphemisms for smoke, while color gradients evoke the feeling of ever-changing moods and constant discovery.
THC NYC — The House of Cannabis
Base, 2023Press
Creative BoomVisuelle
Brand New
Creative Direction: Min Lew
Account Lead: Anthony Carson
Copywriting: Katerina Mery
Brand Identity: Ross Gendels. Carlos Bocai
Website: Mirek Nissenbaum, Ross Gendels, Carlos Bocai, Anjela Freya,
Andrey Starkov. Daria Tischenko. Artem Lyusti, Rinat Abdrakhmanov,
Sergei Khegai, Taya Ivanova, Mitya Sudakov
Merchandise: Ross Gendels, Carlos Bocai, Shirlin Kao, Jun Hong
Motion Design: Yeon Ryo
Strategy: John Hearn
Custom Type: Razzia Type
Lifestyle Photography: Phoenix Johnson
Case Study Photography: Carlos Bocai
Content: Terrane Group
Known for thought-provoking choreography
that draws on Nelson’s unique approach to
awkward, contorted and ambiguous
movement, SND’s work is edgy, visceral and
strikingly visual.
To capture this spirit we explored graphic shapes that allow for bold assertions of movement and physical form. The geometric language serves as a library of bodily abstractions that can express and suggest movement in a way that feels spontaneous but grounded, instinctive but intentional. These gestures now serve as totems for the company.
Extended into kinetic compositions with typography and text layout, the brand system reflects the minimalist idiosyncratic spirit of the performance ensemble.
To capture this spirit we explored graphic shapes that allow for bold assertions of movement and physical form. The geometric language serves as a library of bodily abstractions that can express and suggest movement in a way that feels spontaneous but grounded, instinctive but intentional. These gestures now serve as totems for the company.
Extended into kinetic compositions with typography and text layout, the brand system reflects the minimalist idiosyncratic spirit of the performance ensemble.
Stefanie Nelson Dancegroup
Gretel, 2019Executive Creative Director: Greg Hahn
Creative Director: Ryan Moore
Head of Design: Dylan Mulvaney
Designers: Elaan Bourn, Carlos Bocai, Johannes Geier, Zoe Lin
Animation: Cyrus Cumming, Johannes Geier
Project Manager: Emilie Shane, Dana Hannigan, Claire Banks
Design Interns: Boyang Xia, Erin Zhang, Qiang Wang,
Dorian Dreyfuss, Danyang Ma
Arp is Arpoador Hotel’s beach bar located close to the Pedra do Arpoador – a rocky peninsula that separates Rio’s iconic Copacabana and Ipanema
beaches. The spot has been part of the city’s facade for years, and it was fully renovated in 2018 with cuisine by renowned chef Roberta Sudbrack. This
visual identity takes inspiration from Brazilian “tropical modernism”, finding a balance between sophistication and relaxation.
A straightforward yet exquisitely crafted custom logotype represents the restaurant’s name through three geometric lowercase letterforms, made in reference to the hotel’s perfectly circular windows. It’s accompanied by a set of circular motifs and patterns, each a subtle hint towards the beach umbrellas one might look down upon from the Arpoador balconies. Truly modernist in form, the identity evokes a tension between the figurative and the abstract - simplicity that tells a story.
A straightforward yet exquisitely crafted custom logotype represents the restaurant’s name through three geometric lowercase letterforms, made in reference to the hotel’s perfectly circular windows. It’s accompanied by a set of circular motifs and patterns, each a subtle hint towards the beach umbrellas one might look down upon from the Arpoador balconies. Truly modernist in form, the identity evokes a tension between the figurative and the abstract - simplicity that tells a story.
Arp
Anywhere, 2018Awards
Latin American Design AwardsBrasil Design Award
Press
The Brand IdentityDesign
Carlos Bocai & Julia B Aguiar
Photography
Wendy Andrade
Leonardo Finoti
Samuel Antonini
Country Hotlist is YouTube Music’s go-to playlist for the top Country hits in the United States. I was invited by the team to collaborate on the playlist’s rebrand. Through the reinterpretation of classic iconography, the identity represents a balance between traditional and modern to portray a more contemporary take on country music.
Country Hotlist
YouTube Music, 2022
Design
Carlos Bocai
Art Direction
Gabriela Namie
For PRIDE this year, JFK T4 partnered with local organizations to create a Pop Up Pride installation at the airport terminal. Expanding on the identity Base previously designed, we conceptualized and designed a space that informs, educates, entertains and provides resources. We went ‘beyond the rainbow’ and created something that breaks the surface and makes a meaningful statement. Pride is indeed about love, joy and happiness. But it’s also about resistance, rights, community and progress. There’s seriousness and so much history among all the celebration in June and it’s necessary to shine a light on that side as well.
PRIDE @ JFK Terminal 4
Base, 2023
Design Lead: Carlos Bocai
Designer: Anjela Freyja
Copywriting: Katerina Mery
Case Study Photography: Sarah Hopp
Project Management: Jake Post
