Dorsia • Founded in New York, this travel app is masked as a lifestyle brand for people who hate lifestyle brands.

Brand Strategy
Creative Direction
Brand Identity
Design System

Dorsia is about exposing people to a highly-curated and regularly updated list of bars, eateries, boutiques and attractions in an ever-growing number of cities around the world. I led the strategy and branding effort out of SF, and working closely with the NY team, we created a strong brand who will not do as it's told — it’s a bit bourgeois punk, a real square peg.

Using fancy algorithms that identify local trendsetters and global hobos, the Dorsia app tracks down the places where everybody wants to be, before everybody wants to be there. Pinkies up!


Ueno / SF & NY

The Team

Strategy / Aaron Poe & Keene Niemack
Writer / Valgeir Valdimarsson
Brand CD / Aaron Poe
Design Lead / Keene Niemack
Digital CD / David Navarro
Web / Kwok Yin Mack
Product / Steph Jeong


Lys Bui