C.A.C.
California Aesthetic Commission is a brand and product studio,
helping new ideas launch with unfair advantages.
People
Cole Thorpe, Principal
Design leader with background in user experience, product, and photography. Was a founding designer at a Y-Combinator startup at age 20, and advises companies in Silicon Valley on user experience and branding.
Evan Weselmann, Partner
Art director and illustrator, our connection to the fine art world and physical products. Has worked with Meta, Samsung, VICE, Universal Music Group and more on artwork, creative assets, and murals.
Nicholas Schmidt, Partner
Creative director and strategist, our connection to fashion, luxury, and branding. He's worked with companies like Helmut Lang, Sporty & Rich, and Four Seasons.
Cecilia O'Mara, Partner
Copywriter, creative director, and artist, has worked with large companies like Pepsi Co. and Dove on brand tone and positioning.
Contact
What does timeline and process look like?
This is a real timeline taken from a client pitch to handle their launch entirely, designing their branding, landing page, and launch experience in only 6 weeks.
START
FINISH
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 1
On week 1, you’ll be delivered an aesthetic questionnaire and interactive moodboard. We’ll ask about things like brand attitude, aspirations, language, ideal customers, and more. We’ll also present stylistic references for you to yay/nay, used as inspiration for our work in week 2.
Week 2
On week 2, CAC goes internal and our team will workshop 2 distinct aesthetic directions, outfitted with realistic mockups and creative direction samples to visualize the respective worlds of both. Initial logo systems, typography pairings, and imagery direction will also begin to take shape for client review and refinement in week 3.
Week 3
CAC and client meet to discuss directions, gather feedback, and move toward a winning vision. From there, we’ll refine the selected route into a more cohesive system, incorporating revision feedback into the logo, color palette, typography guidelines, and overall creative direction.
Week 4
Chosen direction gets expanded into a complete identity system with feedback and refined applications. Here, we’ll finalize the logo, color system, typography guidelines, and imagery + creative direction guide. Naming options will also be delivered and reviewed in context with the larger brand world.
Week 5
Begin Figma web design work, outlining landing, about, and product detail pages. In parallel, CAC will begin developing launch utilities, ensuring all materials feel cohesive with the established brand system.
Week 6
Final polish, exports, and organized delivery files. Client will receive the completed brand book, Figma web designs, launch assets, and usage guidelines prepared for rollout across web, social, and physical touchpoints.
