![HOTELROMEO [2026 Ro Soft Merge]](http://images.squarespace-cdn.com/content/v1/68d154032c5eb30eb8b894e0/43696dc8-762b-4fb2-992b-341f083b14d8/HTL+%3A+RO+Merge.png?format=1500w)
HTL[ho·tel] ×
RANDOM ORDER
A creative atelier evolving into one practice — systems and stories, frameworks and visuals, product and poetry — united through unceasing innovation, experimentation, and curiosity.
ARCHIVE
OCTOBER
2025
PRODUCT DESIGN,
BRAND DESIGN, TYPE , ART DIRECTIoN AND AI
BUILDING A VIRTUAL CAMERAMAN FOR GOLD”S GYM.
DIRECTING THE UNSEEN: GOLDS GYM’S THROUGH AI
X1
Visual Framework Case Study // Gold’s Gym: Building an AI prompting system that acted like a virtual cameraman — generating consistent, brand-accurate visuals at speed, transforming creative direction into an engineered process.
X2
C A S E S T U D Y
AI WEB FRAMEWORKS & MODEL TRAINING
WHERE FRAMEWORK MEETS EXPERIMENT TEACHING AI TO DESIGN THE BRIEF.
End-to-End Framework Case Study // Hemsley Fraser:
A full redesign built under pressure, powered by AI pipelines. From wireframe to launch, the system automated content, imagery, and structure — turning complex delivery into seamless end-to-end design.
X3
FEATURED WEB PRODUCT WORK OVER THE PAST DECADE
FEATURED PRODUCT WORK : A decade of design in motion — from handcrafted geometry to AI systems. Each project marks a step in evolving frameworks, balancing clarity, rhythm, and experimentation across industries.
X4
STITICH DS ENTROPY
Entropy, engineered into order.
Product Design Case Study // Superbalist:
Battling entropy and scale, Superbalist faced fragmented systems and communication debt. The solution: a centralized, token-based design system — restoring consistency, clarity, and creative flow across platforms.
![Conceptual framework diagram titled 'Hierarchical Structure [HL]' for 'Sneaker Lab' emphasizing brand promise to 'Clean, Care, Protect' and categories including 'Shoe, Hat, Apparel, Denim' with notes on environmental impact and multidisciplinary process phases 'Idea tion: Phase 1, Phase 2, Phase 3' covering diverge and converge, refine, craft steps.](https://images.squarespace-cdn.com/content/v1/68d154032c5eb30eb8b894e0/cbe99d55-c702-44e3-a711-dfde7880e6a8/HTL+%E2%80%94+PROPOSAL+_+Sneaker+LAB+Rebrand+%E2%80%94+21+MAY+2028.png)
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Brand System Case Study // BSTN × Sneaker Lab:
A collaboration spanning packaging and brand evolution. From BSTN’s shoeboxes to Sneaker Lab’s redesign, clarity and structure drove the process — black-and-white contrast and precision grids unifying the brand into one visual system.
X5
Brand Identity Case Study // Born High Genetics Co.:
A bold visual system merging brand identity, product art, and AI-driven design. Built for adaptability and scale, Born High’s framework unifies packaging, installations, and campaigns with clarity and edge.
x6
Product Framework Case Study // SSUPERLATIVE:
Developed from years of journaling and recovery, SSUPERLATIVE fuses mood data, actigraphy, and AI prediction into a meditech framework of resilience — where design and data converge for survival and insight.
Most Hard Most Brave.
X7
LUNDI SIOR MONDAY NIGHT// TEXTILE WEAVES AND PRINTS: A study in texture, rhythm, and material. Designed through repetition and intuition, this tactile series explores how pattern becomes language — translating motion, mood, and memory into fabric and form. One of several surface and textile explorations.
x8
Packaging Design // Machine Agency Collaborating with Machine agency on the "Emerging Talent" gin label was an immersive design experience.
RANDOM ORDER
PATTERNS ARE SILENT EQUATIONS
Patterns are the silent equations behind how we feel—shaped by brands, art, chaos, nature, quiet, or serenity.
Each one has the power to move us: to bring a smile, to stir memory, to awaken a tear. We design with the circuitry of the human mind in view, mapping how thought and feeling flow through the world we inhabit today.
Yet culture, language, and distance remind us that clarity is rare. That’s where Random Order steps in—to weave coherence from complexity, to reveal meaning in the noise. As designers, our duty is more than form or function, more than metrics or margins. It is to craft decisions that touch lives.
SO WHAT DOES THE FUTURE OF BRAND DESIGN ACTUALLY LOOK LIKE IN THR AGE OF AI?
x9
Research Framework Case Study // Continuum: Exploring how large-scale commerce could feel personal, Continuum became a living framework connecting teams through real-time insight. Combining data, design, and logic, it mapped how personalisation could scale — turning research into an adaptive, system-led experience.
x10
HTL AI Medical Assistant — Redefining Clinical Workflows
A voice-driven scribe that automates documentation and restores focus to care. Designed to capture, structure, and summarize patient encounters — freeing clinicians to think, listen, and connect.
x11
Print & Narrative Design // Total Mining : A 200 page coffee table book showcasing the a chronological history of mining in South Africa.
ORDeR IN A WOrLD OF ENTROPY
Where human understanding meets machine intelligence. We bring order to complexity, weaving craft, systems, and storytelling into meaningful outputs.
Get in touch.
Systems. Stories. Collaboration.
Every project begins with a question — a challenge, a concept, a system to refine. I collaborate with teams and individuals to design frameworks that balance clarity and experimentation.
Whether it’s product, brand, or research, the goal is the same: to build work that makes sense and endures.