INGENUINE

We are 65ETICA- a collective of artists, designers, musicians and writers who have the common passion of relentlessly maturing their craft and fearlessly pursuing success in their respective artistic spheres. Our tag line "INGENUINE" is a term we use to describe the nature of art as a business product. 

Role: Creative Director

Brief: 65ETICA's business model is created by artists, to cultivate artists. By designing and selling merchandise for artists we love, we are then able to directly reinvest that revenue to cultivate our collective and provide a space and platform to exhibit or perform.

BRAND ORIGINS

The word Helvetica, upon which our company’s title and design aesthetic are ironically based (due to its overuse in business from the latter half of the twentieth century until now), is the Latin word for “Swiss.” The font has direct ties to Switzerland. This country’s patron saint, St. Nicholas of Flue, was a fascinating man. He left his wife and children with their permission to live as a recluse and focus on living a contemplative life. It is his face that is traced to the logo.