As a designer, I approach every project through the lens of conceptual thinking. Much of my work intersects disciplines not traditionally linked to graphic design, so this system was created not just to brand myself as a graphic designer, but as a creative thinker.
The name “Jax” isn’t only a shorthand for Jaxanna—it’s also a playful homophone for the childhood game of jacks. While often seen as a simple game, for me it symbolizes both my personal identity and my design philosophy. Just like children at play, conceptual thinkers are open to possibilities, making unexpected connections and collecting ideas from all directions.
Each color in the system reinforces that concept:
⚫ Black: Boldness, sophistication, and a hint of rebellion
🟡 Yellow: Joy, creative energy, and enlightened thinking
⚪ White: New beginnings and a clean space for ideas to emerge
The system explores playful conceptual thinking through tactile and visual details—like a rotating wall-mounted logo, UV spot printing on business cards that reveals elements at specific angles, portfolio giveaways shaped like the Jax symbol, and an unconventional resume format that doubles as an experience.
