Grass
What if a brand wanted to disappear from the internet?
Or better yet — what if it never wanted to be online at all?
Grass was created by a collective of diverse creatives — musicians, copywriters, art directors, and people from the advertising world — who wanted to build a project as far as possible from what they do in their day-to-day lives; something that would pull them completely out of their routines. One of them was a former colleague from an agency I worked at years ago, who asked me to help bring the project’s aesthetic to life.
The brief was quite simple: develop the branding and visual identity of Grass, an AM radio station that would only exist in the real world. This project would have no website, no social media, and no QR codes leading anywhere. The only “rule” was to keep everything as analog as possible — in essence, Grass is an invitation to return to the analog, stay grounded, and reconnect with the physical world.
The name of the project is literal to its intention: to go outside and touch some grass. And from there, the central creative idea emerged: Impressionism. The Impressionist movement, which appeared in late 19th-century France, was characterized by painting outdoors to capture natural light, loose brushstrokes, and color taking precedence over realistic detail, breaking away from the academic conventions of the time. This was a movement that literally took painting into the field — a true field study. This inspiration led me to create watercolor illustrations representing different kinds of grass and landscapes, which then informed a palette centered around shades and tones of green.
As a second stage of the project, and depending on how far it could be taken, they decided to produce a record featuring ambient music created by several members of the collective. It serves both as a summary of the experience and, at the same time, stays true to the anti-online concept — the record can only be listened to on a turntable, and of course, you won’t find it anywhere on the internet.
And while the illustrations are the main visual element, pixels appear as the antagonists of the project. The goal is precisely to stay away from screens. Grass is an AM radio station that plays music all day long. No shows, no interviews, no podcasts — just music. And to tune in, you’ll need a good old battery-powered radio. That’s it.
Besides posters and merch, which served as the tangible expression of the station, I designed a couple of animations for physical screens where the project will be promoted. But there is no social content. No website. Because not everything needs to live online.
