FIRST is a high-end water brand. The approach was to go against the tide of consumer water. No images of water, mountains, or deer. Blue? Nah. Green, maybe? Nope. Intrigue and mystique were the name of the game, and the leading player was a symbol called the monolith. The monolith embodies the essence of the FIRST ID: simple and stoic. Exactly what it needs to be, nothing more or less
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Creative Direction, Design Lead

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All In is an internally facing quarterly series for Andrew Cathy, CEO of Chick-fil-A. The visual identity is grounded in stylized expressions of the core Chick-fil-A brand and is intended to exude the energy of a morning talk show.
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Design Direction, Design Lead

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A large atrium filled with people looking at a man standing on a white stage in front of a red graphic that says "All In"
A red and white graphic with a logo in the center that uses the words "All In" and a signature. The red and white uses soft gradients.
A red and white graphic with the words "All In" and a signature. The red and white uses soft gradients.
A red and white graphic that uses a soft gradient over an woman in a denim jacket and yellow top.
Two people sitting on a couch framed by a red box using subtle gradients. The words "All In" are on either side of the box.
A red and white graphic with a logo in the center that uses the words "All In" and a signature. The red and white uses soft gradients.
Balabeam is my bala-baby. This is a personal project that was born out of grievance. Long story short, I purchased a balance beam for one of my tiny humans, and it was garbage. So, I decided to make my own.
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Design Direction, Fabrication, Naming
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A white logo with the text "balabeam" on a black background.
A black logo with the text "balabeam" sits next to six colorful wooden toy objects on a yellow floor and light-colored background.
Two illustrations of young kids, one wearing a blue shirt and red pants, the other wearing a yellow shirt and blue pants, balance on a pink background
Multiple colorful images featuring illustrations, wooden toys, and logos with the word "balabeam" displayed.
Two illustrations of young kids, one wearing a blue shirt and red pants, the other wearing a yellow shirt and blue pants, are balancing on a wooden balance beam with the phrase "Made to play in GA" behind them.
Visual identity and environment design for Chick-fil-A’s Annual corporate event, NEXT 2023. Working within the abstract theme of culture. This work touched 10,000+.

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Creative Direction, Design Lead, Art Direction

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A colorful sphere in shades of red, yellow, peach, blue, and purple rests on a light background with the word "NEXT" displayed in white at its center.
Four colorful spheres on a white background.
Colorful directional banners used for wayfinding.
Four colorful banners stand on a white background.
Visual identity and environment design for Chick-fil-A’s Annual corporate event, NEXT 2022.

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Creative Direction, Design Lead, Art Direction

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Georgia, and the nation as a whole, has incredibly limited support systems available for parents and their children living with autism. The team at Elevation pushed to rectify this gap in care. With the founding of this new venture, a brand that spoke and assured not only the parents but also the children was a must. It was a pleasure to work with the team. The opportunity to create a truly impactful, life-buoying service is rare.
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Design Direction, Design Lead
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Jesse Itzler–the man, the myth–has built yet another extension of his empire. Build Your Life Resume (BYLR) is a coaching series dedicated to Jesse’s core ethos: live without regrets. Jesse and his team reached out with a simple directive: It needs to be bold, brazen, and badass. Our partnership yielded this bombastic monogram. The coaching effort began in 2019 and has been popping off since.
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Design Direction, Design Lead
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Visual identity and environment design for Chick-fil-A’s Annual corporate event, NEXT 2019. Working within the theme, care. This work touched 10,000+.

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Creative Direction, Design Lead, Art Direction

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Felix
Fernando
Oliha

Felix is a graphic designer and creative director based in Atlanta, GA. Please get in touch if you want to talk about a new project, or if you want to just talk.

©2026 Oleeha & Co LLC | All rights reserved.

Connect:

felix@oleeha.co

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