THATCH

The challenge
of building a new
visual world.

We created this explainer for Thatch with a strong focus on visual development, working alongside Lumbre from the outset to build a cohesive visual system that brings the narrative to life and evolves with the brand.

With their identity still in progress, we crafted a distinctive and flexible visual language —spanning characters, color, and motion— designed to align with existing elements while supporting future growth.

01.Script

The exploration

Early on, we explored the visual direction through
AI-driven moodboards and styleframes.

02.

Character
Casting

We developed a carefully curated cast of fictional characters, grounded in the visual and behavioral language of real, everyday people.