Jose Fresneda
Partner · Co-Founder · Strategy Director · Creative Director
In their own words
We never wanted the studio's work to feel formulaic or to play too many of the same tricks over and over.
Unlike AI systems that extract styles without credit, TITLES empowers artists to define, monetise, and maintain ownership of their likeness.
These tools don’t replace artists; they amplify them.
TITLES is a platform where technology supports creativity, and the typeface needed to reflect that duality – precise but not rigid, modern without feeling sterile.
The chance to collaborate with FilmNation, whose projects we're big fans of, and have our stamp on a popular podcast hosted by Ed Helms, was an easy 'yes' for us.
Finding the balance between irreverence and professionalism took research, care, and intention to get right.
The final result is a sort of controlled messiness, like a classified file that's been heavily redacted, but still tells a profound story if you look close enough.
From the beginning of this project, we had this idea of visually representing your heart health without feeling too textbooky or cartoony – living more in the abstract, evocative realm.
We love when we’re able to develop a custom tool for a project. It’s a great way to codify the visual systems we’re thinking about into a more defined ruleset.
We want Prolaio to be an inviting brand, something that feels very different from the cold, clinical, stark colours of a lot of medical brands.
Articles & interviews
- "Collected Works Showcase at Design Conference 2025: Revolutionizing Design Studios"
The Brand Identity interviews The Collected Works co-founders Justin Colt and Jose Fresneda ahead of The Design Conference 2025. They discuss their studio’s evolution from SVA classmates to a bi-coastal hybrid practice, their philosophy of 'Rad Work for Rad People™,' and their embrace of generative, expressive design. The conversation highlights their collaborative process, flexible structure, and notable projects like the 'Day of the Dead' record packaging.
- "Collected Works Design Cyclic Identity for TITLES, Fuels Creative Loop"
The Collected Works created a cyclic, motion-driven identity for TITLES, a generative art platform that empowers artists to retain ownership of their creative output. The identity centers on a rotating ring motif symbolizing perpetual creativity, supported by custom generative tools built in Blender. Typography from Dinamo’s ABC Favorit and That That Type’s Lastik balances structure and warmth, reflecting the platform’s fusion of technology and artistry.
- "Ed Helms' SNAFU Podcast Revamps with 'Controlled Messiness'"
Creative Boom profiles The Collected Works' new brand identity for Ed Helms' SNAFU podcast, developed for SNAFU Media and FilmNation. The design embraces 'controlled messiness' inspired by Cold War propaganda and vintage educational materials, balancing humor, history, and visual storytelling. The refreshed identity includes a bold 3D logo, redacted textures, and a palette of near-black, off-white, and 'Top Secret Red'.
- Collected Works creates warm, tech-driven identity for Prolaio
The Collected Works designed a warm, tech-driven visual identity for Chicago-based medical company Prolaio, which focuses on wearable technology for cardiac care. The identity uses generative 3D heart forms created in Blender, a flexible colour palette, and approachable typography to subvert traditional clinical aesthetics. The result is a digital-forward, patient-centred brand that balances innovation with warmth.