The Collected Works builds a cyclic identity for TITLES, echoing the endless loop of creativity — The Brand Identity – Home of the Greatest in Graphic & Brand Design

“Unlike AI systems that extract styles without credit,” says Jose Fresneda, Partner at The Collected Works, “TITLES empowers artists to define, monetise, and maintain ownership of their likeness.” This platform offers a tooling system for creating generative artworks along with a marketplace for showcasing and selling them. Fundamentally, artists are the core of the creative process, as each one trains their own models. Buyers can then mint their generated works – reflecting the unique style of each artist – using Ethereum, ensuring blockchain attribution. Every creation connects to a protocol that includes this clear attribution, establishing a basis for new interpretations while preserving authorship. According to Fresneda, “It’s all designed to sustain a living, interconnected creative ecosystem, where each new piece contributes to a larger artistic conversation.”

Tasked with building a brand identity for TITLES, New York City and New Orleans-based design studio The Collected Works took an approach as expansive as the work on display. “From the start,” notes Fresneda, “we felt there were unique opportunities to not only showcase the imagery being generated on the TITLES platform but infuse the idea of a dialogue between artists and fans, a fluid loop of creation and reinterpretation.”

This loop led to the more literal creation of a ring, a visual metaphor that served as the identity’s central visual motif. A continuous, rotating form, Fresneda suggests it embodies TITLES’ core philosophy – “these tools don’t replace artists; they amplify them.” Like the cycles of nature, creativity is never static. And, rather than presenting a rigid, algorithmic display of works, the gallery is perpetually in motion, much like the organic and evolving nature of artistic influence.

The Collected Works built a custom generative tool for TITLES in Blender that allows users to manifest endless motion expressions by adjusting parameters. These expressions can then be integrated into marketing materials, motion graphics, and UI elements. “We love developing generative tools at TCW,” Fresneda tells us, “so it felt appropriate to craft one where the platform’s focus is also generative.” Like a gyroscope or the rings of Saturn, each artist’s model acts as an origin point, pulling new expressions into orbit. “Even as the ‘rings’ shift – showcasing imagery, interspersed with copy, standing alone, or forming a rhythmic pattern – they always feel intrinsically linked to TITLES, reinforcing its ever-evolving nature,” he adds.

The ring symbol also appears as a variation of the brand’s wordmark – an animated ‘ringmark,’ a looping cylindrical form. “TITLES had an early prototype of this concept before coming to us, but they loved it so much that they wanted it fully integrated into the brand system.”

For the wordmark, Fresneda reveals they picked Dinamo’s ABC Favorit for its balance of structure and warmth. “TITLES is a platform where technology supports creativity, and the typeface needed to reflect that duality – precise but not rigid, modern without feeling sterile.”

That That Type’s Lastik, a serif with subtle rounded features, provides more warmth and a contrast to Favorit. “This pairing allows the brand to move seamlessly between functional and expressive, making it adaptable across contexts, from the platform’s UI to more editorial-driven marketing materials,” Fresneda concludes.