# KPR

> More of identity now lives online than off. As people spend their lives on the internet, a new need has emerged: not just documenting the physical world, but creating, collecting, and belonging to things that are native to the digital one.

- Year: 2022
- Disciplines: Identity
- Role: Creative Director, Design Director
- Artist: Minh Khoa
- Website Partner: Resn
- Designer: Rafael Cespedes (https://rafaelcespedes.com)

More of identity now lives online than off. As people spend their lives on the internet, a new need has emerged: not just documenting the physical world, but creating, collecting, and belonging to things that are native to the digital one. Digital collectibles and avatars are how a lot of people now choose to show up.

KPR is a world-building project built around that shift, focused on identity, collective narrative, and gamification. I led the brand identity and world art direction: the visual language, the cast of characters, and the aesthetic that ties the world together. The work below covers that identity and art direction.

The KPR team gave the art direction one hard constraint: it had to feel futuristic without tipping into sci-fi cliché, current enough to live as a lifestyle brand. That balance is what would let KPR work in two places at once, a game world and something closer to a fashion label.

The answer was a cybersolarpunk aesthetic. I led the brand identity, brand book, website, and marketing collateral, and owned the art direction and generative strategy behind the digital collectibles: a system that produced 10,000 Keeper avatars, each with a unique set of traits. The full collection is [here](https://kprverse.com/gallery).

## Images and video

- https://rafaelcespedes.com/projects/kpr/carousel/01_kpr_portfolio_00.webp
- https://rafaelcespedes.com/projects/kpr/carousel/02_kpr_portfolio_06.webp
- https://rafaelcespedes.com/projects/kpr/carousel/03_kpr_portfolio_03.webp
- https://rafaelcespedes.com/projects/kpr/carousel/04_kpr_portfolio_04.webp
- https://rafaelcespedes.com/projects/kpr/carousel/05_kpr_portfolio_05.webp
- https://rafaelcespedes.com/projects/kpr/case-study/01_kpr_logo_02.webp
- https://rafaelcespedes.com/projects/kpr/case-study/02_kpr_colors_02.webp
- https://rafaelcespedes.com/projects/kpr/case-study/03_KPR_Carousel_06.webp
- https://rafaelcespedes.com/projects/kpr/case-study/04_KPR_Carousel_07.webp
- https://rafaelcespedes.com/projects/kpr/case-study/05_KPR_Carousel_08.webp
- https://rafaelcespedes.com/projects/kpr/case-study/vid_63894cb80c805525709078.mp4
- https://rafaelcespedes.com/projects/kpr/case-study/07_kpr_art_01.webp
- https://rafaelcespedes.com/projects/kpr/case-study/08_kpr_collage_02.webp
- https://rafaelcespedes.com/projects/kpr/case-study/09_KPR_Carousel_01.webp
- https://rafaelcespedes.com/projects/kpr/case-study/10_KPR_Carousel_02.webp
- https://rafaelcespedes.com/projects/kpr/case-study/11_KPR_Carousel_03.webp
- https://rafaelcespedes.com/projects/kpr/case-study/12_KPR_Carousel_04.webp
- https://rafaelcespedes.com/projects/kpr/case-study/13_KPR_Carousel_05.webp
- https://rafaelcespedes.com/projects/kpr/case-study/14_kpr_art_02.webp
- https://rafaelcespedes.com/projects/kpr/case-study/15_kpr_posters_01.webp

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From the portfolio of Rafael Cespedes. Everything about him in one file: https://rafaelcespedes.com/llms-full.txt · Updated 2026-11-08