Urth Pro introduces the brand’s most advanced product range designed for photographers working in real, demanding conditions. Including high-performance lens filters and a new hiking backpack, the visual concept aims to enhance the precision and technicality of the products through clean compositions, controlled lighting and dynamic light refractions.

Urth Pro Campaign
Urth
Art Direction & Production
2026

MINNIE PICARDO (CREATIVE DIRECTION)
TODD CLARE (PHOTOGRAPHY & VIDEO)
CATHERINE STUBBS & SOJUNG KIM (GRAPHIC DESIGN)
MEGHAN WALSH (CONCEPT)
IMMOGEN COURTNEY (H&M)
BON CHRIS (TALENT)

Outsider was an evergreen brand campaign exploring the relationship between people, nature and how Urth enables that exploration. The creative direction balanced timeless storytelling with product-focused content, positioning Urth's products as a natural extension of the outdoor experience.

‘Outsider’ campaign
Urth
Art Direction & Production
2023

MINNIE PICARDO (CREATIVE DIRECTION)
TODD CLARE (PHOTOGRAPHY)
ZAC LOVETT (VIDEO)
CATHERINE STUBBS & SOJUNG KIM (GRAPHIC DESIGN)
MEGHAN WALSH, MELINDA BOND & ELA ILIASCOS (CONCEPT)
CANDICE SEPTEMBER (H&M)
CHANUPA AMARASINGHE (TALENT)

Urth's visual language evolved into a distinctive and recognisable part of the brand’s identity. Characterised by clean compositions, high quality materials, sculptural lighting, and a refined colour palette, the imagery reflected the brand's connection to nature while maintaining a premium aesthetic. Each still life is carefully crafted to balance product clarity with visual storytelling, creating a timeless body of work that remains consistent across campaigns, product launches, and evergreen content.

Brand’s Visual Language
Urth
Art Direction & Production
2022-Present

MINNIE PICARDO (CREATIVE DIRECTION)
TODD CLARE (PHOTOGRAPHY)

“Yíshì” is more than skincare. It’s a quiet ceremony — a daily moment of calm and clarity. Rooted in the Chinese medicine rituals, Yíshì transforms skincare into a mindful act of self-respect, not just a routine.

Skincare brand
Brand Identity, Strategy
and Packaging Design
2025

Yíshì (ritual) understood as a balanced mirror
between the subject 
and their natural surroundings.

Yíshì – ‘ritual’ – ‘以是’

The logo was inspired by the concept of balance and originally created from a liquid drop. It represents the fluidity between the inside and the outside.

The Ugly Collective is a project based on the creation of a new philosophy with the aim to reconnect humans to nature and its imperfections through a change in our perspective of beauty towards food.
The Ugly Collective is a global project which includes a new concept space, product, notebook and manifesto that overall, they conceive a new circular action that goes from harvesting ugly food from society to taking the most flavourful profit from it and composting.  

The Ugly Collective
Editorial Design, Graphic Design, Art Direction
Bronze Laus Awards 2021, ADG–FAD
December, 2019

FEDERICA MONTORNÉS (S)
JUDIT TREMOSA (S)
ELISABET SAU (P)
MARGHERITTA ISSORI (P)
DÉBORA NUNES (G)