AXIO Hardpacks

Working alongside Bob Haro, I supported the development of the AXIO hardpack’s creative assets, contributing to visuals, messaging, and storytelling that brought its innovative design to life. My contributions helped showcase the product’s unique combination of style and functionality, reinforcing Haro Design’s reputation for quality and pushing the boundaries of personal transport luggage.

YOUR STUFF WANTS TO COME

At Haro Design, all work follows a clean, clever, and concise philosophy. As art director and copywriter on AXIO’s “Your Stuff Wants to Come” campaign, I shaped both visuals and messaging, aligning product form and function with user needs, and bringing the brand’s sophisticated identity to life through purposeful design and copy.

The Haulin Ass Poster

I led the creation of both visuals and copy, shaping a campaign that hits hard and sticks. I orchestrated the wind tunnel imagery to showcase the product’s speed and performance, while crafting the bold “Haulin’ Ass” tagline to give the brand an aggressive, unforgettable voice.

This project allowed me to carry a concept from initial shoot—capturing Bob on the MV Agusta with James Cassimus—through to refining the tagline, resulting in work that felt both natural and deeply aligned with my creative approach.