Idan Tesler's Portfolio

The brief had a name built in - Poof, and a name that strong either guides you or traps you. Early sketches went wide: magic hats, genie figures, snapping hands. Character-based directions that leaned too literal, too illustrative. The word itself was already doing the work; the mark didn't need to explain it. The shift came when the focus moved from what makes things disappear to the moment of disappearance, that split-second burst of energy. From there, the exploration narrowed: a custom wordmark, weighted and rounded, with the burst detail living inside the letterforms rather than around them. Dozens of variations on the "O" - with rays, without, tight, loose, until the three-wedge mark clicked into place. Simple enough to live on a sticker. Loud enough to own a billboard.

A logo identifies. A graphic device communicates. Extracting the burst mark from the wordmark and letting it live independently is what transforms a logo system into a brand language. In photography, it doesn't decorate, it points. It lands on the object you love: the skis, the guitar, the tent, the bike. The thing that was stored. The thing that came back. It shifts color across contexts - borrowing from the brand's secondary palette to feel native to each scene rather than stamped onto it. Same shape. Different energy. Always recognizable.

The brief had a name built in - Poof, and a name that strong either guides you or traps you. Early sketches went wide: magic hats, genie figures, snapping hands. Character-based directions that leaned too literal, too illustrative. The word itself was already doing the work; the mark didn't need to explain it. The shift came when the focus moved from what makes things disappear to the moment of disappearance, that split-second burst of energy. From there, the exploration narrowed: a custom wordmark, weighted and rounded, with the burst detail living inside the letterforms rather than around them. Dozens of variations on the "O" - with rays, without, tight, loose, until the three-wedge mark clicked into place. Simple enough to live on a sticker. Loud enough to own a billboard.