06
Experiments
& side projects
INTRODUCING
Apple Watch Special Ultra
MI6 Bond Edition.​​​​​​
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Designed for Missions
You’ll Never Talk About.​​​​​​
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A conceptual take on the Apple Watch Ultra, inspired by the world of James Bond. Built around a distinct colorway, a classic NATO strap, and a custom watch face — designed for clarity, precision and restraint.
Rather than adding complexity, the goal was to create something that feels inevitable — as if it could naturally exist within the ecosystem of Apple.
Unofficial concept. Not affiliated with Apple. CA-07-02-2026.
2014 / 2026
Proudly
designed in
New Zealand
Intro
Over the last ten years or so, I’ve made a habit of maintaining at least one side project at any given moment.
Those side projects have served a couple of purposes:
01 Learn new things: Trying out new technology, a new field, or learning a new skill. 02 Build something: It’s nice and fulfilling when you can show your product to others, or take a look at something and know you’re the one who created it. 03 Refreshing: It’s a great way to get out of your comfort zone and do something different from your day job.
Each piece reflects my passion for diverse design endeavors. Whether it's branding, illustrations, or any graphic challenge, this collection is a testament to my love for crafting compelling visuals that leave a lasting impact.
Index
Book Cover Design
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This collection marks my first foray into book design. It stems from a curiosity to see if I could distill the essence of a narrative into a single image, pushing my visual boundaries and exploring a creative territory well outside my comfort zone. While these are conceptual mockups and not published covers, they were developed as part of a real-world project. As part of a design exercise for my collaboration with Damonza, I created covers for three different types of books. This project allowed me to explore new creative directions and expand my skills in book cover design. I’m proud of how these concepts turned out and enjoyed experimenting with typography, layout, and visual storytelling for each genre. Although the official book projects I designed are not yet published, this exercise gave me valuable insight into the field of book design. Special thanks to Damon for the opportunity to challenge myself and gain exposure to a new domain within design.
CA / Year: 2026
Description of the Book: This is a classic style epic fantasy. It has a young adult hero who is a hunter by trade. There are strong elements of war, individual sword fights, wizards and sorcerers. The villain is a warrior magician, seeking to kill a prophesied threat - the young adult hero. The hero has friends who aid him, and is being trained in both the arts of the warrior and the wizard.
Description of the Book: When Molly Casey asks her sisters, Scottie and Penelope, to drive her home from Reno to Seattle, it’s a request they’re reluctant to fulfill—until they learn she has cancer. With little time left, Molly insists on recreating the last road trip their fractured family took before everything fell apart. What she hopes will heal old wounds instead uncovers long-buried secrets and reignites painful memories.
Advertising
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Below is a collection of advertising designs and posters. Among them is a campaign documenting my pursuit of employment in Switzerland, while thinking moving up there from New Zealand, few years back.
Creative Direction: Calin Alexander / Year: 2019 - 2023
"Infinity Mana" Totem
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Step into the realm of Infinity Mana, a contemporary totemic expression rooted in the profound Maori concept of mana. Infused with timeless symbolism and modern flair, this design embodies the essence of mana, representing spiritual power, authority, and prestige. Crafted with meticulous detail, Infinity Mana stands as a testament to the infinite potential within each individual. Its sleek lines and dynamic form symbolize the ever-expanding reach of one's influence and the boundless possibilities that lie ahead. As a modern interpretation of an ancient tradition, Infinity Mana bridges the gap between past and present, honoring the rich heritage of the Maori culture while embracing the innovation of the modern world. It serves as a reminder of the enduring strength and resilience found within the human spirit, inspiring all who encounter it to reach for new heights and unlock their limitless potential.
Self-initiated project / Creative Direction: Calin Alexander / Year: 2021
New Zealand Flag
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New Zealanders were asked to consider and share their thoughts on the qualities that distinguished the country, and how its culture and values could best be portrayed in a new flag design. In May this year, the 12-strong panel challenged New Zealanders to suggest their own designs to replace the country's existing flag, which was originally created in 1869 and officially adopted in 1902. Tho I missed the competition due some other involvements at that time, I decided to give a go. So, I came up with this concept.
Creative Direction: Calin Alexander / Year: 2015
Creative Direction: Calin Alexander / Year: 2015
"NaturAll" Yoga Mats
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Introducing NaturAll: A Modern Collection of Yoga Mats Inspired by Nature. Each mat in this collection is thoughtfully crafted to bring the serenity of the outdoors into your yoga studio, allowing you to connect with the natural elements as you flow through your practice. The NaturAll collection features designs inspired by the four elements: earth, water, air, and fire. Whether you're a seasoned yogi or just beginning your journey, these mats are designed to support you every step of the way. Embrace the beauty of nature and elevate your practice with NaturAll. With our tagline, "Welcoming the Nature Inside the Yoga Studio," we invite you to bring the peace and tranquility of the natural world into your practice space, creating a sanctuary where body, mind, and spirit can unite in harmony.
Creative Direction: Calin Alexander / Year: 2017
CD Covers
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Introducing a duo of CD cover designs: a captivating collection that combines striking visuals with timeless elegance. Each cover in this collection is meticulously crafted to evoke intrigue and captivate the imagination. From bold typography to mesmerizing illustrations, these designs are sure to make a statement and leave a lasting impression.
Creative Direction: Calin Alexander / Year: 2016
"How to" Switzerland
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Embrace the spirit of Switzerland with my collection of casual long sleeve crew neck tops, inspired by the iconic colors of the Swiss flag: red and white. Each piece in this collection is a tribute to the timeless elegance and charm of Switzerland, capturing the essence of this picturesque country in every stitch.
With vibrant shades of red and crisp whites, these tops evoke the breathtaking beauty of the Swiss Alps and the vibrant culture of Swiss cities. Whether you're strolling through alpine meadows or exploring charming Swiss villages, my tops are designed to keep you comfortable and stylish wherever your adventures take you.
Experience the allure of Switzerland with my collection of red and white casual tops, perfect for adding a touch of Swiss-inspired flair to your everyday wardrobe.
Creative Direction: Calin Alexander / Year: 2019
Digital Watch Faces
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Introducing my curated collection of elegant and minimalist digital watch faces, meticulously designed and crafted using the versatile Facer platform. Each watch face in this collection embodies sophistication and simplicity, offering a timeless aesthetic for your smartwatch.
With clean lines, refined typography, and subtle detailing, our minimalist designs strike the perfect balance between style and functionality. Whether you're navigating a busy day at the office or enjoying a night out on the town, these watch faces seamlessly complement any attire and occasion.
Creative Direction: Calin Alexander / Year: 2017-2023
"Memories" Perfume Bottle
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Introducing 'Messages,' a captivating perfume bottle collection that encapsulates the power of scent to evoke cherished memories from the past. Each bottle in this collection is more than just a fragrance – it's a vessel for storytelling, a conduit for nostalgia. Drawing inspiration from the intricate interplay between scent and memory, 'Messages' offers a range of fragrances that transport you to moments and places long forgotten. From the fresh scent of spring blossoms to the warm embrace of a cozy fireplace, each perfume captures the essence of a cherished memory, allowing you to relive it with every spritz.
With its elegant designs and evocative scents, 'Messages' is more than just a perfume collection – it's a journey through time, a celebration of life's most precious moments. Indulge your senses and unlock a world of memories with 'Messages'.
Creative Direction: Calin Alexander / Year: 2022
"Duality" Playing Cards
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Introducing the epitome of minimalism: the White, Black, and Solaris playing card sets. Each set offers a sleek and sophisticated design, perfect for the discerning card player who appreciates elegance and simplicity. Option 1: White The White set exudes timeless sophistication with its clean lines and pristine white backdrop. Every card is meticulously crafted to ensure maximum readability and visual appeal, making it ideal for both casual games and high-stakes tournaments. Option 2: Black The Black set exudes understated luxury with its sleek black finish and minimalist design. The contrast between the deep black background and the crisp white markings creates a striking visual effect, adding a touch of sophistication to any card game. Option 3: Solaris The Solaris set is the epitome of modern elegance, featuring a stunning gold foil design that shimmers in the light. Each card is adorned with intricate detailing, reminiscent of celestial bodies dancing across the night sky. Whether you're playing under the sun or the stars, the Solaris set adds a touch of glamour to every game.
With the White, Black, and Solaris sets, every game is elevated to a new level of sophistication and style.
Creative Direction: Calin Alexander / Year: 2020
Creative Direction: Calin Alexander / Year: 2020
Kumo Taiko
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Introducing a series of vibrant designs crafted for Kumo Taiko, Auckland's premier school of taiko drumming. From performance uniforms to training gear, each design captures the essence of Kumo's dynamic spirit and dedication to the art of taiko. Performance Uniforms: Elevate your stage presence with our sleek and striking performance uniforms. Designed for both style and comfort, these uniforms embody the energy and passion of Kumo Taiko's performances, ensuring you look and feel your best on stage. Kumo Van (Car): Hit the road in style with our eye-catching Kumo Taiko van design. Featuring bold graphics and vibrant colors, our van design is sure to turn heads as you travel to performances and events, showcasing your pride in being part of the Kumo Taiko community. Training T-shirts: Train in style with our collection of Kumo Taiko training t-shirts. Designed for maximum comfort and durability, these shirts feature dynamic graphics and bold typography that reflect the intensity and dedication of your taiko training sessions. Kumo Hanko: Add a touch of tradition to your Kumo Taiko gear with our custom-designed hanko stamps. Each hanko features the Kumo Taiko logo and is meticulously crafted to capture the essence of Japanese craftsmanship, adding a unique and authentic touch to your belongings. Whether you're performing on stage or practicing in the studio, our series of Kumo Taiko designs will inspire and empower you to unleash your inner taiko warrior and embrace the spirit of Kumo Taiko's rhythmic journey.
Client: Kumo Taiko Auckland, New Zealand / Creative Direction: Calin Alexander / Year: 2021
Aura Gold Water
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Indulge in the essence of luxury with Aura, a premium mineral water sourced from pristine natural springs. Enriched with a natural percentage of minerals and elements, Aura embodies purity and sophistication, making every sip an exquisite experience. Our premium bottle design exudes elegance and refinement, with sleek lines and a sophisticated silhouette that catches the eye. Crafted from the finest materials, the bottle reflects the exceptional quality of Aura water and enhances the overall drinking experience. Complementing the premium bottle is our meticulously designed label, adorned with accents of shimmering gold. Symbolizing the purity and rarity of Aura water, the gold elements evoke a sense of opulence and sophistication, elevating the drinking experience to new heights. Whether enjoyed on its own or paired with fine cuisine, Aura water is more than just a beverage – it's a statement of discerning taste and refined elegance. Indulge in the luxury of Aura and elevate your hydration experience to a new level of sophistication.
Creative Direction: Calin Alexander / Year: 2017
Haiku Illustrations
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Introducing a series of minimalist and graphic symbolic designs inspired by the timeless beauty of haiku poetry. Each design distills the essence of the haiku form into its purest visual expression, capturing the depth and resonance of each poem with simplicity and precision.
With clean lines and bold shapes, our designs offer a contemporary interpretation of traditional haiku themes, inviting viewers to engage with the poetry on a visual level. Whether depicting the tranquility of a cherry blossom in bloom or the fleeting beauty of a falling leaf, each design evokes a sense of wonder and contemplation. Perfect for lovers of both poetry and design, our minimalist haiku designs serve as elegant reminders of life's fleeting moments and the power of words to evoke emotion and meaning. Immerse yourself in the world of haiku poetry with our captivating series of graphic symbols.
Creative Direction: Calin Alexander / Year: 2022
Lyrical Karaoke App
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Client: Peerpoint LLC / Creative Direction: Calin Alexander / Year: 2013
Welcome to Lyrical, the karaoke app that revolutionized the way we sing! As the designer behind the scenes at Peerpoint LLC, I had the privilege of crafting the user interface for Lyrical, bringing to life its advanced features with intuitive design elements and a warm, distinctive dark purple color palette. From navigating through song libraries to recording your own performances, every aspect of the Lyrical interface was meticulously designed to ensure a seamless and enjoyable karaoke experience on your iPhone. Our goal was to create an app that not only sounded great but looked great too, and the warm dark purple hue set Lyrical apart as a trendsetter in the karaoke app world back in 2013. In addition to designing the user interface, I also led the marketing campaigns for Lyrical, including engaging social media campaigns that connected with our audience and showcased the app's unique features. Together, we created a buzz around Lyrical that made it a go-to choice for karaoke lovers everywhere. So whether you're belting out your favorite tunes solo or hosting a karaoke party with friends, let Lyrical be your guide to musical fun. See more of this project here
Client: Peerpoint LLC / Creative Direction: Calin Alexander / Year: 2013
"Aroha" Toki
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Introducing 'Aroha': a custom-designed toki infused with the essence of love, inspired by the Maori word for love, 'Aroha.' The centerpiece of this design is the stylized letter 'A,' meticulously carved in the traditional Maori style. Each curve and line of the 'A' embodies the depth of affection and connection shared between a parent and child, serving as a timeless symbol of the bond forged by love. Whether worn as a cherished keepsake or displayed with pride, 'Aroha' honors the enduring love and devotion that defines our relationship.
Creative Direction: Calin Alexander / Year: 2020
