CTRL is a conceptual branding project exploring the idea of “getting back in CTRL.” The work examines the toxic and manipulative nature of unhealthy social media use, personifying the phone as an abusive force that distorts identity, consumes time, and impacts perception of self.

The system was applied across slide decks, a brand guide, a social media campaign, billboards, and posters. A strict black and white palette reinforces themes of intensity, isolation, and digital dependency, while grain and static textures mimic television interference and visual distortion.

Typography and messaging are used as direct confrontation, creating statements that challenge the viewer to reflect on their own relationship with technology.