A selection of projects, collaborations, and visual systems created with the people who trusted XTRA Studio from the beginning.
This portfolio reflects the work, the process, and the direction we continue to build toward. (Link in bio)
More to come.
#XS
EVERYDAY PROPAGANDA: MEMORY CARDS.
Objects are never neutral. They move through our lives quietly, repeating the same shapes, the same words, the same signals until they feel natural. But repetition builds belief. What surrounds us daily starts to define what feels normal, what feels true, what goes unquestioned. Everyday Propaganda lives in that space not loud or obvious, but constant. It doesn’t demand attention, it settles into it.
Memory cards take that idea further. Small, familiar, almost invisible yet built to carry what we choose to keep. In this series, they stop storing files and start carrying messages. The object stays the same, but the meaning shifts. What we store is no longer just data it becomes suggestion, identity, belief.
Designed by @nyzartrabxlsi___
#visualthinking #creativeprocess #experimentaldesign #branding
North Africa Space Agency
by @fichiercache___ × ACS (2021)
Not everything we build is meant to exist. Some things are meant to be believed in. North Africa Space Agency started as a question, what if our region stopped waiting for permission to dream bigger? So we designed an imaginary agency, somewhere between fiction and intention, turning a distant idea into something almost tangible.
We led the project end-to-end: shaping the identity, designing the merchandise, crafting the visuals, and building the narrative. A speculative system grounded in real desire because sometimes the clearest way to define the future is to prototype it.
#artdirection #branding #spaceagency #creativedirection
Poster design → Volador
Some places feel like a pause button, but not everyone is built to stay paused. We created the poster and illustration for Volador, a story that follows Mateo, caught between the weight of routine and the pull of something bigger, drifting between Grand Rapids and Morelia, learning that acceptance isn’t about where you go, but how you see where you are.
Directed by @mazahdz and @tessa.osborne
#Posterdesign #movieposter
Product Design + Creative Direction → @fichiercache___
Released in 2022 somewhere between a ritual and a product, Third World Scent doesn’t try to smell “luxury” it smells like home, memory, and contradiction. Fig opens soft and familiar, a Mediterranean sweetness that feels almost nostalgic. Ginger cuts through it sharp, alert, slightly restless pulling references from West Africa to Southeast Asia into the same breath. Then oud settles in, not as a statement piece but as a quiet anchor, something older than trend cycles, something that doesn’t need explanation.
We handled the full direction for @fichiercache___ and @indinya_aromes object, packaging, and campaign treating it less like a product and more like a system of symbols. The visual language borrows from MENA supermarket aesthetics of the late 80s and 90s: bright, unapologetic, slightly chaotic, and culturally specific in a way branding today often avoids.
#branding #packaging #creativedirection #scent
Album Cover + Creative Direction @norfafrica
NORF is a curated audio-visual hub that brings to the forefront the contemporary music and culture of North Africa. The platform was born out of a passion for urban youth culture, to nurture an exchange between the regions and their global diaspora.
The cover imagines a SWANA world compressed into one frame. A fictional landscape where street culture, chaos, humor, and identity collide. Every character, object, and detail reflects fragments of real places, real people, real tensions remixed into one shared environment. Different countries. One frequency.
#CreativeDirection #albumdesign #artdirection #musica
North Africa Club : a fictional destination built somewhere between a roadside motel and a mirage. For @fichiercache___ , we developed a merchandise drop rooted in North African visual culture but pushed into a space that doesn’t fully exist part memory, part hallucination. Drawing from the logic of Alice’s Adventures in Wonderland and the image of a lost camel drifting through the desert, the collection plays with disorientation, symbols, and misplaced familiarity.
We approached it as a constructed universe: garments as entry points, graphics as narrative fragments, and the full rollout as an ecosystem. Not nostalgia, not fantasy something in between, intentionally undefined.
#creativedirection #brandidentity #artdirection #brandidentitydesigner
