In collaboration with Pili Weeber Production Design, I was tasked with creating the visual identity and graphic assets for a fully realized convenience store set featured in Rocky’s feature-length film. After a shocking death, a group of old high school friends reconnect in the parking lot of a 24/7 deli to catch up ahead of the funeral. Directed by Max Strand and Ben Cohen, the film stars Gil Perez-Abraham, Steven Maier, Dani Foster, Jasai Chase-Owens, Dante Palminteri, Ben Tyler Cook, Ani Mesa, Sharlene Cruz, and Stanley Simons.
This project involved designing everything from the store’s logo and signage to posters and other in-store elements, ensuring the space felt authentic and immersive.
ROCKY’S FEATURE LENGTH FILM
PRODUCTION GRAPHIC DESIGNER
EXPERIENCE SUMMARY
GRAPHIC DESIGN
CREATIVE VISION
The goal was to craft a believable convenience store environment that seamlessly blended into the production's narrative. From the logo design to the posters adorning the walls, every element was meticulously developed to enhance the store’s realism while subtly reflecting the campaign's underlying themes. The branding balanced familiarity with a fresh, modern edge, ensuring it resonated as both recognizable and unique.
DESIGN CONSTRAINTS
This project demanded a comprehensive approach to design, requiring cohesive branding across multiple touchpoints. Achieving the illusion of a fully operational convenience store meant not only creating photorealistic signage and promotional materials but also ensuring that every detail—from typography to color schemes—felt cohesive and realistic.
Working on a tight production timeline, I had to balance creativity with efficiency, leveraging design tools to produce assets quickly without compromising quality.
KEY INSIGHTS
This collaboration highlighted the importance of cohesive design in creating immersive environments. By combining branding expertise with attention to detail, I was able to contribute to a set that felt both authentic and visually engaging. The experience reinforced my ability to conceptualize and execute large-scale branding projects, showcasing the impact of thoughtful design in storytelling and production.
