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SANTO GALLERY https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/cda9a2f4-00b1-4daa-acd4-93f0bc0e9b9c/1_Piecel_1x1+IG9.jpg Work - SANTO GALLERY https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/ef52ca96-7971-4718-a10e-86a0a712afee/1_Piecel_1x1+IG10.jpg Work - SANTO GALLERY https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/f7bb6bfa-a03e-45d8-aea4-b3ea5d5851fc/1_Piecel_1x1+IG11.jpg Work - SANTO GALLERY https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/3d5f1212-9d88-4e63-b3b5-e1634bc377e1/1_Piecel_1x1+IG12.jpg Work - SANTO GALLERY https://michael-lataquin.com/work/new-portfolio-item-sre3m monthly 0.5 2025-10-19 https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/aeda23a8-bdca-4f02-9869-d2a90743b1c7/SFC+DP+Signing+Deck+%281%29_Page_17_Image_0001.jpg Work - SEATTLE SOUNDERS Seattle Sounders FC — Celebrating the signing of Raúl Ruidíaz through bold, fan-driven design. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/8849fa8f-00c0-46c2-9bdc-66f566d6d423/SFC+Twitter_01-02.png Work - SEATTLE SOUNDERS Seattle Sounders FC — Celebrating the signing of Raúl Ruidíaz through bold, fan-driven design. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/775a174e-a651-4ca8-bc1f-4d324ead13d0/Raul+IG.png Work - SEATTLE SOUNDERS Seattle Sounders FC — Celebrating the signing of Raúl Ruidíaz through bold, fan-driven design. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/071d08c3-39c9-4136-ae26-0a37502626c1/Sounders_Twitter01-03.png Work - SEATTLE SOUNDERS Seattle Sounders FC — Celebrating the signing of Raúl Ruidíaz through bold, fan-driven design. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/45213846-80a7-4a15-acfd-ca8cefb338fd/Sounders_IG02-04.png Work - SEATTLE SOUNDERS Seattle Sounders FC — Celebrating the signing of Raúl Ruidíaz through bold, fan-driven design. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/6d74a3f0-e838-432d-a5c8-50035d22fbc4/SFC+DP+Signing+Deck+%281%29_Page_04_Image_0001.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/e08e5713-6c76-4fa3-a848-dcebb75a202a/SFC+DP+Signing+Deck+%281%29_Page_05_Image_0001.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/cb25df49-1dba-4774-bd39-65b4ad17fb99/SFC+DP+Signing+Deck+%281%29_Page_13_Image_0001.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/488f4787-91dd-4f1d-a059-7336fdebef67/SFC+DP+Signing+Deck+%281%29_Page_11_Image_0001.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/20c0304d-1c26-4a84-ae58-f533db770055/SFC+DP+Signing+Deck+%281%29_Page_16_Image_0001.jpg https://michael-lataquin.com/work/https/motion/videoconceptreel monthly 0.5 2025-10-19 https://michael-lataquin.com/work/the-ruse-6w48c monthly 0.5 2025-10-16 https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1697135469927-N3F7YUU0JPUP11MTR4QG/Soulection_01.jpg Work - Transport Magazine https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1605770486583-3HXLJFW5XKE692TS7CMG/Toro_01.jpg Work - Transport Magazine https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1697135530902-7RMUTOBB3DZ6KYHA3UVC/Peggy.jpg Work - Transport Magazine https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1697130629195-7U4F0D1ZXVZ79JEJQTAJ/Snoh_01.jpg Work - Transport Magazine https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1697135599529-MQ2TO25UW7WBGMG81Q4Y/FKJ_01.jpg Work - Transport Magazine https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1697130665443-TCGNG13GVKMG3LB8LAPO/Parcels%252Bcopy.jpg Work - Transport Magazine https://michael-lataquin.com/work/https/decagon-aardvark-z5njsquarespacecom/config/pages/5ee914bd9a9a25058edb56bb monthly 0.5 2025-10-19 https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592373136716-WF0QR2TSVXQHS0P6WYYF/20200109_104704.jpg Work - Pho Than Brothers As a team, we conducted a collaborative visual mapping exercise to define the brand’s tonal direction. Each team member used a distinct color to mark images that best represented Pho Than Brothers’ personality and atmosphere. The images with the most selections advanced to the next round—categorized under “Who We Are” and “Who We Are Not.” This method helped us align visually and conceptually, ensuring that the brand’s new identity reflected a shared understanding of its authentic tone and character. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592440956895-MBDGSA2GZFU2YEXDAQHI/Contents.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592373166292-9EXJNW3J18QXSYJRB2RI/20200109_110228.jpg Work - Pho Than Brothers Continued dot session https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441104229-KKPRNQ73ZTS1O2E9HM1A/OurStory.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592373362078-OJJ6NUWS93CV7U3TGHFJ/20200109_125457.jpg Work - Pho Than Brothers On the whiteboard, we divided the spectrum with “Who We Are” on the left and “Who We Are Not” on the right. Images with the most colored dots were placed in the “Who We Are” section, while those with fewer dots were moved to the opposite side. This visual sorting exercise helped the team define the brand’s tonal territories—our recipe for capturing the authentic essence of Pho Than Brothers and guiding the creative direction moving forward. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441495522-MLF0BZEY4SIASQQWPVHR/05.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592374641001-ACU7ORV59WSLD3JQOROA/tonal%2Bterritory_final.png Work - Pho Than Brothers As we refined our image selections, we held a follow-up brainstorming session to translate the visuals into language. From this discussion, three words consistently surfaced—Authentic, Casual, and Convenient. These became the core brand attributes that shaped our design direction, guiding every visual and verbal decision throughout the rebrand. https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441495603-9D1EZKMFKRYIQ4NWCYDU/Mission.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441494227-TF1W2BRVNUQ4OU50P5MB/Identity.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441917315-XSY2N092A5CXJH16LH91/Pho_Than_Logo.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441925436-HMTTCKBQ7RV6KG5ODRG9/Pho_Than_Typography.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592441988461-G3ZASV3JSJDW7KY58VK7/ConceptBoard.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442125961-BWD5WYO0NJAU8IBHR90F/BrandinAction.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442181430-4EVHMI73832Y04YOVKRJ/Pho_Than_Print.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442222615-8YYN0E5U80SDZCJP8UZU/InStore.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442258836-GKUEPFGAH8R9BL2F5OGX/Pho_Than_In+store.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442391241-DI2QKJZ04JSLDKP506I3/Website.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442436653-9FZG6UJ5QN8PU6B3R98N/Pho_Than_En.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592442607551-JGHK0OFQTVT4OXPZ7GG6/Environmental+02.jpg Work - Pho Than Brothers https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592542590804-JT1443R599070JTOK9YX/Pho_Than_Cover_03.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592368786878-TS8RQR4PNF0N6C5J4ZG1/1.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592369179860-VM6JIHWGNM01NIC23HW9/3.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592369371073-L45F720Y29E8DXA36Q0G/CurrentBranding04.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592378969498-CST4Y1WOLEGZ6AQEAN8S/Pho+Than+Brothers_port012.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592426621397-2IQEG0221WKF3OQ05YXJ/Brand_Colors.jpg https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592426554890-SJO77NWVO205LZ7ID0SK/Than_Bros_Brand%2BDesign.jpg https://michael-lataquin.com/work/brine-8zetx monthly 0.5 2023-10-13 https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592513364889-LVGV6YXUEA1T0TUSK87B/IMG_20200618_0003.jpg Work - Salvador House https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592513465680-CMKNH4SYZS957QIQ3F45/IMG_20200618_0002.jpg Work - Salvador House https://images.squarespace-cdn.com/content/v1/5ee90af957907457986634ce/1592513414841-8P03AVRH8FAMRE7OP8BD/IMG_20200618_0001.jpg Work - Salvador House