Skip the hype campaign during the release of iPhone 17 Series
When I joined Tetro, the goal was clear, "To make buying a pre-owned iPhone feel just as premium as buying a new one". Most people think of “second-hand” as a downgrade, and I wanted to change that. At Tetro, I lead brand design. My work focused on shaping how the brand looks, sounds, and feels from the packaging you open to the captions you read on Instagram. I helped build a brand voice that’s confident, witty, and honest inspired by the idea that smart people don’t always buy new, they buy better.
I designed and directed visuals that made the brand feel clean, trustworthy, and bold. Every touchpoint, whether it was a product page, social post, or ad, carried that sense of premium quality. I also worked on packaging and customer experience elements that built trust and made the unboxing feel special.
On the marketing side, I created campaigns and Instagram content that mixed humor with clarity — helping people understand what makes Tetro different, while keeping it relatable. I avoided jargon, focused on storytelling, and made sure the brand felt human and consistent everywhere.
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