RetroMadness
An owned creative lab that turns ideas into distinctive identities, character systems, content, and physical formats.
Summary
RetroMadness brings together three autonomous initiatives that share one method: start with an idea, find a recognizable voice, and carry it into content and product.
RetroMadness turns nostalgia into identity and objects; Pedro la Galleta builds a voice for editorial satire; Hanna & Lisa develops a family world of adventure, complicity, and humor.
01Context
The project began as an independent space for exploring nostalgia, characters, and objects without the constraints of a corporate brand. That exploration produced three initiatives with different audiences, tones, and visual languages.
Three distinct initiatives demonstrate one principle: an idea gains value when it finds a voice, a system, and a form.
- Give three identities autonomy without making them variations of one brand.
- Preserve proportions, personality, and tone across new scenes and formats.
- Separate publishable original work from experiments, references, and private documents.
02Problem
A striking image is not enough to sustain an initiative. Each proposal needed a recognizable identity, rules for keeping its characters consistent, an editorial voice, and a repeatable way to become content or product.
03Solution
Build each initiative as an independent creative product system: identity, character guides, narrative, visual families, social pieces, and physical adaptations connected by one direction.
creativeSystem = {
identity,
characterGuides,
stories,
socialContent,
productArtwork
}04Execution
The process combines creative direction, Affinity, AI-assisted visual iteration, curation, consistency guides, editorial composition, final artwork, and tests across stickers, keychains, pouches, packaging, and graphic pieces.
Architecture and decisions
01. Three autonomous voices
RetroMadness, Pedro la Galleta, and Hanna & Lisa keep their own goals, audiences, and visual codes while sharing the same working method.
02. Narrative consistency
Guides, expressions, relationships, and tone rules turn an appealing character into a voice that can sustain new stories.
03. AI under creative direction
Visual AI accelerates ideation and the exploration of variants while intent, selection, consistency, composition, and product adaptation remain directed and reviewed.
Evidence and records
Identity, retro language, content, and the flow from concept to product pieces.
Character construction, satirical voice, guides, and editorial narrative for Pedro la Galleta.
Worldbuilding, relationships, visual consistency, and stories from the Hanna & Lisa universe.