Skip the hype campaign during the release of iPhone 17 Series
Founder Creative
Open Box Delivery Creative
Web Banner for Website
Product Showcase Brochure
The Challenge
The pre-owned phone market has an image problem. Most people associate "second-hand" with compromise — something you settle for, not something you choose. Tetro wanted to change that narrative entirely and position themselves as the smart, premium alternative to buying new.
The goal was clear from day one: make buying a pre-owned iPhone feel just as good as buying a new one.
The Role
As the lead brand designer at Tetro, I was responsible for shaping how the brand looks, sounds, and feels across every touchpoint — from the packaging you open to the captions you read on Instagram.
This wasn't just a visual design brief. It required building a brand voice and visual language that could carry a bold idea: smart people don't always buy new, they buy better.
The Approach
The brand needed to feel clean, confident, and trustworthy — without being corporate or cold. I focused on three things:
Visual identity — Designing a consistent visual system across social media, product pages, and ads that felt premium and intentional. Every asset carried the same sense of quality, regardless of the format.
Brand voice — Developing a tone that was witty, honest, and human. No jargon. No overclaiming. Just clear, relatable storytelling that helped people understand what makes Tetro different.
Campaigns — Creating marketing campaigns that mixed humor with clarity. The "Skip the Hype" campaign during the iPhone 17 launch was a direct challenge to the culture of buying new — positioning Tetro as the smarter, sharper choice.
The Work
Across my time at Tetro I designed and directed: social media content and campaigns, web banners, packaging and unboxing experience, product showcase materials, and founder-led creative content.
The Result
Since launch, Tetro has sold over 5,000 phones in 1 year — a strong validation that the market was ready for a premium pre-owned experience, and that the brand played a meaningful role in building that trust.
