s u b t e r f u g u e

it’s the year 3018. science and technology have advanced far beyond what anyone could’ve ever imagined being within the realm of metaphysical possibility. at this point, what it means to “be human” has taken on a whole new meaning. human brains have morphed into computer-like organs due to a millennium’s worth of exposure to smart technology. by that same token, robots have adopted anthropomorphic tendencies because of their regular interactions with humans. while humans and robots are still somewhat identifiably separate forms of being, the distinction between the two has been blurred to such a degree that one could pass for the other.

looking to capitalize on this new ontological reality, subterfugue (a portmanteau of the words “subterfuge” and “fugue” 2) is a company that provides a “life transplant” service in which people who are dissatisfied with their current lives can permanently rebrand themselves by assuming the identity of a person from the future. their present existence is subsequently replaced by a robotic facsimile that serves as a continuation of the life that’s being abandoned, unbeknownst to everyone else.

the catch is that patrons of this service don’t have the luxury of customizing their ideal new identity (i.e. “wealthy” and “physically attractive”) and the circumstances surrounding it (i.e. “born into wealth” and “genetically blessed”), but are guaranteed the promise of what they would consider to be a happier life. those who are dissatisfied with every facet of their current being are considered to be at the most extreme end of the “unhappy” spectrum, so they don’t have anything to lose.

at the opposite end of the spectrum, however, are people who consider themselves “unhappy” and wish for a new life, but like certain aspects of their current life. these people must decide whether or not what they value in their present life is worth sacrificing for an alternative that doesn’t guarantee the presence of the same thing. in other words, the less “unhappy” someone is, the tougher the decision to change identity becomes. ultimately, the company’s end goal is to provide a life-changing (literally) alternative for people battling depression and/or contemplating suicide. at the same time, it provides a forum for people to self-reflect and evaluate what their true values, needs, and wants are.

1 an artifice or expedient used to evade a rule, escape a consequence, hide something, etc.

a period during which a person experiences loss of memory, often begins a new life, and, upon recovery, remembers nothing of the amnesic phase


art direction
collateral design
copywriting + editing
creative direction + brand identity
motion graphics
research + analysis
ux/ui design



virtual business card
(20-second .gif)

evaluation pod

evaluation scan

evaluation results


website landing page