A music producer is a person with the technical knowledge and sensibilities required to make another person's work the best it can be. Their job is to serve another creator and their creation. They have to be as involved as much as they have to get themselves "out of the way"; knowing when to step in and when to step back. They know it's not about them.

A designer, similarly, is a person with the technical knowledge and sensibilities required to serve another's vision. Our job is to elevate and transform ideas into things that solve a problem or express something. We too must master the balance of deep involvement and stepping back, all in the service of bringing visions to life, but... we forgot it's not about us.

The roles sound nearly identical, yet our paradigms couldn't be more different. Since the days of Paul Rand and the rise of modern branding, we've developed a peculiar relationship with design. At best, we see great designers as experts of unquestionable authority and taste. At worst, we're viewed as mere stylizers; people who sprinkle "style" on just about any idea -good or bad- and call it "branding".

Our question to these approaches is: If your word is the ultimate authority, or if conversely, you are willing to sprinkle style on just anything, are you even listening?

We believe that the role of a designer should be more like that of a music producer; someone whose purpose is to be a conduit for your own, unconstrained vision and do everything necessary to make your work be the best it can be.

This means that we will listen and we will ask questions, we will seek a dialogue. We will push you and your ideas – going hardcore whenever we find ourselves in the fields of potential, and pausing when re-calibration is needed. And we will expect the same from you, because as long as a project runs, we are one unit.

The Fringe is the ever-expanding border of our humanity, the dividing line between what we are and what we could be. It's the edge of our knowledge and culture. Within it lies what we already know and accept. Beyond it stretches pure potential: what is not, yet.

This is where we choose to live, breathe and create. Banding with fellow creative creatures – from artists to inventors to founders – to build the artifacts and playgrounds of tomorrow.

Here, the air is thin and there are no maps, only flashes of potential and portals opened by those who came before us. It's our job to continue what others started and carve new routes in the unknown, voluntarily walking side by side with uncertainty. Expanding the pathways of our knowledge and our collective being, becoming generators rather than passive observers.

Because after all, the world is a playground, not a gallery.

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You can take any craft and "branch" its specialties into infinity, yet the underlying principles remain constant. The late Massimo Vignelli captured this elegantly when he said "Design is One"

Our approach is simple and "ANTIDISCIPLINARY": Whatever the task at hand, ask for what is essential, that is – fundamental, and build up from there.

FUNDAMENTALS:
Physics, math, questions, understanding, harmony, contrast/duality, rhythm, cadence, proportion, recursion...

BEST PRACTICE:
Styles, Post-its, frameworks, tools, trends, paradigms, definitions, labels...

Yet there is power in specific knowledge and mastery.

For us, antidisciplinary* means being able to simultaneously look at the micro and the macro, keeping an open, inquisitive mind and having the skill to 1)translate the fundamentals across disciplines  2) bring specific knowledge/ talents when and where needed. The most transformative ideas often emerge when seemingly unrelated contexts collide.

We believe this isn't just our preferred approach – it's what most greats have done all along.

*The term Antidisciplinary has a history at MIT. We discovered it here (https://joi.ito.com/weblog/2014/10/02/antidisciplinar.html) and we love it, because we live by it.

"Branding" is more than a face for intellectual property: it is the interface for an idea. It shapes how we experience, interact with, and internalize concepts. When we shift our perspective from brand building to world building, we shape not just logos, guidelines or "campaigns", but experience itself.

IN PRACTICE:

1) Treat "branding" as designing a constellation of experiences, physical and digital, rather than isolated assets. The sum of all parts make the brand.
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2) Push for designers and engineers (or builders) to work together and understand each other's language. Make things make "sense".
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3) Harness technology. Exploit the fabric of each medium and weave them together in useful ways. The future is now, let your world come alive.

BUT WHY "INTERFACE"?

Interface is the experiential layer of the world, yet when we think of interface, our imagination likely drifts towards GUIs and UX flows – pixels bound by screens

Stop and observe how you move through existence. Every moment is an act of interfacing – with spaces, objects, beings, sensations. Eating with chopsticks vs a fork, walking on grass vs walking on sand, typing a message vs penning a letter – each is an interface shaping behavior and (sub)consciousness. Some designed with intent, others emerging from collective desire, like worn-out paths across the grass.

Humanity is at the verge of a historic paradigm-shift in how human and machine interact. Pixels, bytes, and atoms becoming interdependent. This convergence demands we reimagine not just the aesthetics, but the very nature of how Intellectual Property is conceived.

Be ready.

Time changes everything. And everything changes with time. Our bodies, our minds, and even do too; they either evolve or decay, with stagnation as an undesirable middle ground.

Unless you have an internal design department, once delivered, your project's design blueprint starts a slow process of degradation, caused by information lost in translation,  absent momentum, lack of attention, or simply because of time and entropy. But we believe it shouldn't be this way.

"Tech" understood this well long ago: Most of the hardware and software we interface with is in a constant state of "becoming". The phone that you bought 1-5 years ago is likely not what it was when you got it, thanks to software updates. Today even cars get remotely updated.

Most design and marketing companies are aiming to solve this with things such as "on-brand" AI generated marketing assets and automated customer service, but that's not what we talk about. What we talk about is human creativity and the iterative feedback loop between what happens in the real world and how new information is turned to knowledge and given a soul, utilizing lived experience to improve decision-making and future product/service releases.

To address this, we are testing two types of service:

SETTING FOOT:
The traditional project-based model, with a twist:

Get 6 months of free updates for your project. After that, you can choose to renew per year or semester
-  When we think of updates, we think of tweaks, fixes and additions to the design blueprint of a specific project. A few examples:
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- Copywriting and messaging
- Logo updates
- Brand guidelines
- Color palettes
- Use-case-specific adaptations (Language, formats, etc)
- Design layouts and template expansion

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ANYTHING YOU WANT
- A model of iterative collaboration. A full-service remote membership that delivers creative work twice a week under a monthly fee that you can cancel anytime.
- Because of the iterative nature of this modality and its constant feedback loops. "Updates" to the project happen organically. Building as we go along.

It is our duty to treat your work as a living form with breathing function.

Transactional interactions are okay when doing things like buying groceries (and even then, it's better when you know who makes your groceries), but less sustainable when investing in things that matter to you. We all know it's better when we know and trust our accountant, doctor, waiter...

Building a career and a business is a long-term game. We gravitate towards people with whom we believe we can play long-term games and share the journey of creation, because work-ethic and authentic connection should not be at odds with each other.

In practice, this thinking becomes a few "common sense" principles:

- Value creation > resource extraction: To always strive to create more value than what we ask in return.
- To Care: To take care of you and your project like it's ours.
- Accountability: Owning responsibility for what we do and say, and find ways to share the risks as much as the rewards.
- Tell it like it is: The commitment to say what we think, what we're up to and what is happening, ~~even~~ especially when it is uncomfortable to do so.
- Be a node: Is there something you need done that we cannot do? Connect with our network and match with collaborators. Friends make friends make new friends.
- Share the knowledge: Don't be a gatekeeper. Share it openly with those who care and/or could be benefitted from your lived experience.

We believe this is not only good for business but what makes the journey rewarding and meaningful.

When you do better, we all do better.

The Label is the Creative Core of Agency.  If Agency is our craft and energy put to serve others, the Label is our playground for creative communion– a testament to our individual obsessions and self expression.  As opposed as these forces might seem, we see them as fundamentally interdependent parts of the same entity–left brain, right brain.

In practice:
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LABEL:
- Distribution of periodical releases independent of craft or medium. Dependent on 100% obsession and self expression. (It can be a painting, a song, or a piece of software.)
- R&D: Our explorations fuel the Agency with frontier ideas and new knowledge – benefitting potential collaborators and clients from unproven creativity without assuming its risks.
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AGENCY:
- Service: Concept development, strategy and design applied to brands and intellectual property.
- Fuel: Our commercial collaborations fuel the operations of the label through new talent and capital.

Twilight Fringe is one person's idea, me, Alejandro. It is written in plural because this project, by design, is not about me. I am speaking through the voice of the archetypal creators I have found along my path. The ones I have met—and those I am yet to meet

The ideas presented here are the synthesis of a 15+ year creative career going from photography and videography to design and—over the past nine years—concept development and brand strategy. These are dots that only time has allowed me to connect.

The only constant "label" I have had across time is Freelancer. During my career, some things never quite felt right, like the current (and outdated) paradigms we hold of design, art or marketing – the emphasis we (creative professionals and culture as a whole) put on style over substance, for example. Or the loneliness in forging a creative path on your own terms, where value creation (business) and authenticity seem to be at odds with each other. Where the day's "best practices" are sold to us as "fundamentals", and we sense they are not, yet adopt them anyway because it's the current thing. But the thing is, the current thing is just noise.

Twilight Fringe is my attempt at creating a platform where the artistic, the technological and the entrepreneurial can merge. Where fringe people can put fringe ideas to the test and transform Play into new knowledge that generates new things. Things filled beauty, utility and meaning.

However, the most important aspect to me is to build a "place" where I/We can connect, band and play with others obsessed with their craft and possessed by the drive to pursue their own, true vision. To build and share infrastructures for sovereign creatives; our very own 'Outer Heaven'.

This is an invitation. Reach out. Tag along.

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We have decided to launch without a portfolio and we want to build it anew, with you, and reward you for it.

Why? Because showcasing our past life feels opposite to what we want; building and showcasing visions of the future. A clean slate that reflects the collaborations and collaborators we want in our creative life.

Aside from our "Founder's Pricing" (which will apply to the first 3 seats to hire each service), the POW! Grant will give an extra discount, and in some cases, even a free pass on our main services to a few, selected applicants:

ANYTHING YOU WANT(Now Available): Pre-pay 3 Months with Bitcoin and get an extra 20% discount on your total bill.

SETTING FOOT(Coming Soon): 3 Free Seats for a full, Foundational Brand Identity Service.

MOONSHOT(Coming Soon): Hire us for one, custom creative service (i.e. Illustration, Concept Development, UX Design, etc) and get an immediate discount equaling the total cost of your first project.

[ Check the Services tab for more ]

There are industries we are fascinated by and want to participate in.  The following apply for a full POW! Grant:

- Blockchain
- Videogames and Interactive Storytelling
- AI
- Creative Software/Tool Development
- Creative  Sovereignty
- Books & Stories (I.P.)
- Decentralized Everything

It is our way of paying back for the risk in investing in an entity you have never heard of and is launching with no portfolio. We get it, we would hesitate too.

Apply, let us verify, and get it, tiger.

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