01/
CASE STUDY
Armor Class
Building a distinctive brand with a little fantasy, a lot of personality, and some very small dragons.
02/
OVERVIEW
A different kind of exotic animal brand.
The Challenge
Create a recognizable, approachable identity for an emerging exotic animal business that balances playful personality with professionalism, responsible husbandry, and customer trust.
My Role
Founder, brand designer, creative director, website designer, photographer, and content creator.
03/
BRAND IDENTITY
A little fantasy. A lot of personality.
Inspired by fantasy, tabletop gaming, and a genuine love of unusual animals, I developed Armor Class Exotics as a brand that doesn't take itself too seriously while taking animal care very seriously.
From its visual identity to its tone of voice, ACE blends a distinctive personality with clear, professional communication.
04/
PHOTOGRAPHY & STORYTELLING
Every creature has a character.
Playful stories, individual personalities, and recognizable visual treatments help make the brand memorable while encouraging an audience to connect with the animals themselves.
Original animal photography is central to the brand. I create detailed portraits, macro images, and character-driven social content that give each animal an identity beyond a product listing.
05/
WEBSITE DESIGN
Bringing the brand online.
06/
TRUST & TRANSPARENCY
The details matter.
07/
GROWTH & LEARNINGS
Building a brand before the first big launch.
Release & testing
Armor Class Exotics is still growing, with an expanding isopod offering and future gecko availability in development.
Early social engagement, website traffic, and customer interest have provided encouraging feedback, particularly around the photography and character-driven storytelling.
Building ACE has reinforced the value of maintaining a consistent identity across photography, digital experiences, marketing, and customer communication—while leaving room for the brand to grow and evolve.