Sloan Aceituno

LinkedIn: Sloan Aceituno

Sloan Aceituno is a designer and artist focused on branding systems, publication, image-making, and packaging. His work flows between strategic design and artistic exploration, creating visuals that feel intentional, immersive, and grounded in a strong central idea — whether built digitally or through tactile experimentation.

 

This project explored how thoughtful packaging design can elevate an already established luxury brand while maintaining its visual identity. The goal was to reinterpret and enhance the packaging for Davidoff Mini Cigarillos, while also exploring a conceptual brand extension that expands the brand into a new product category.

This project reimagines the visual identity of Planet Fitness through a full brand repositioning. The existing brand often feels outdated and disconnected from today’s fitness audience, so the goal was to redefine its image rather than simply refine it. The redesign shifts the brand toward a more performance-driven and aspirational direction, inspired by contemporary fitness brands like Absolute Recomp and EōS Fitness. It emphasizes energy, intensity, and self-improvement while maintaining an inclusive tone, creating a stronger and more relevant connection with modern gym-goers.

This publication explores astrophobia — the fear of space — through an editorial lens that merges scientific imagery with psychological unease. Using stark monochromatic spreads, vast negative space, and elongated condensed typography, the design visually communicates feelings of isolation, insignificance, and the unknown vastness of the cosmos. Each spread examines themes such as planetary scale, black holes, time, and extraterrestrial uncertainty, transforming complex astronomical concepts into emotionally charged narratives. The result is a contemporary publication that balances information with atmosphere, inviting readers to confront both the beauty and terror of the universe.