Laylow Pictures
Laylow Pictures is an award-winning documentary studio behind Magic & Bird: A Courtship of Rivals and the Oscar-, Emmy-, and Peabody-winning O.J.: Made in America.
Its identity—titled after the Notorious B.I.G. lyric “stay low and keep firing”—uses a custom wide wordmark that sits low and adapts easily. The letterforms weave through documentary imagery to create a distinct, unobtrusive signature.
Laylow Pictures is an award-winning documentary studio behind Magic & Bird: A Courtship of Rivals and the Oscar-, Emmy-, and Peabody-winning O.J.: Made in America.
Its identity—titled after the Notorious B.I.G. lyric “stay low and keep firing”—uses a custom wide wordmark that sits low and adapts easily. The letterforms weave through documentary imagery to create a distinct, unobtrusive signature.
NYU Skirball 2022–2023
A promotional brochure for the 2022 Spring season that celebrates emerging from the pandemic and expands on the original brand identity for NYU’s center for the performing arts.
The design draws inspiration from the counterculture heritage of Greenwich Village and the graphic traditions of downtown NYC—gig posters, handmade flyers, zines, and alternative newspapers.
A promotional brochure for the 2022 Spring season that celebrates emerging from the pandemic and expands on the original brand identity for NYU’s center for the performing arts.
The design draws inspiration from the counterculture heritage of Greenwich Village and the graphic traditions of downtown NYC—gig posters, handmade flyers, zines, and alternative newspapers.
NYU Skirball 2024–2025
NYU Skirball’s 2024–2025 campaign is designed to help the institution stand out on a campus—and in a city—crowded with cultural offerings. Set in Druk and Druk Wide from NYC-based foundry Commercial Type, the campaign pairs monumental typography with stark black-and-white iconography to create a bold, dramatic identity.
NYU Skirball’s 2024–2025 campaign is designed to help the institution stand out on a campus—and in a city—crowded with cultural offerings. Set in Druk and Druk Wide from NYC-based foundry Commercial Type, the campaign pairs monumental typography with stark black-and-white iconography to create a bold, dramatic identity.
Metropolis by Marcus Samuelsson
Metropolis by Marcus Samuelsson is a contemporary American restaurant located within the new Perelman Performing Arts Center (PAC NYC) in Downtown Manhattan. Its brand identity draws on the restaurant’s distinctive interior design and its position at the crossroads of Lower Manhattan.
The logo takes inspiration from the massive steel beams separating the dining room and lounge, which naturally form a perfect “M.” The wordmark pairs this symbol with the contrasting serif typeface Ivar Display (by Letters from Sweden).
The “M” can be repeated to create graphic patterns for menus, ties, and other applications, while its parallelogram forms can be isolated as slashes or combined to build additional letterforms.
Metropolis by Marcus Samuelsson is a contemporary American restaurant located within the new Perelman Performing Arts Center (PAC NYC) in Downtown Manhattan. Its brand identity draws on the restaurant’s distinctive interior design and its position at the crossroads of Lower Manhattan.
The logo takes inspiration from the massive steel beams separating the dining room and lounge, which naturally form a perfect “M.” The wordmark pairs this symbol with the contrasting serif typeface Ivar Display (by Letters from Sweden).
The “M” can be repeated to create graphic patterns for menus, ties, and other applications, while its parallelogram forms can be isolated as slashes or combined to build additional letterforms.
Designed by Verizon
Designed by Verizon is a brand book created to celebrate Verizon’s visual identity and offer a glimpse into how the brand might evolve. The goal was to explore how expressive and dynamic the system could become when pushed to its limits using only its core assets.
Designed by Verizon is a brand book created to celebrate Verizon’s visual identity and offer a glimpse into how the brand might evolve. The goal was to explore how expressive and dynamic the system could become when pushed to its limits using only its core assets.
It’s Your Verizon
The “It’s Your Verizon” campaign centers on putting the customer in full control of their Verizon experience. You choose how the network works best for you. To express this positioning, the design system removes the “i” from the Verizon logo and replaces it with imagery, reinforcing the idea that the customer is at the center of the brand.
The “It’s Your Verizon” campaign centers on putting the customer in full control of their Verizon experience. You choose how the network works best for you. To express this positioning, the design system removes the “i” from the Verizon logo and replaces it with imagery, reinforcing the idea that the customer is at the center of the brand.
Rest
Rest is a bedding company built on the belief that a good night’s sleep can transform your life — and that sleep should be personalized. The brand has reimagined sleeping products with innovative solutions that truly support better rest. With these advancements came the need for an equally refined identity.
Aiming for a premium yet inviting look and feel, the Rest wordmark is set in Siti (by Letters From Sweden), paired with a cool, calming color palette and a simple, elegant typographic approach.
Rest is a bedding company built on the belief that a good night’s sleep can transform your life — and that sleep should be personalized. The brand has reimagined sleeping products with innovative solutions that truly support better rest. With these advancements came the need for an equally refined identity.
Aiming for a premium yet inviting look and feel, the Rest wordmark is set in Siti (by Letters From Sweden), paired with a cool, calming color palette and a simple, elegant typographic approach.
Christopher Guerrero is a Creative Director based out of Queens, New York. He studied Graphic Design at Mercy College and began his career as a designer at 8 Point Studio, focusing on branding and motion graphics. In January 2020, he joined Michael Bierut’s team at Pentagram, eventually rising to an associate partner. While there, he worked on a wide range of projects, from brand evolution for Verizon to identity systems for clients including the American Museum of Natural History, Academy Award–winning documentary studio Laylow Productions, and Metropolis, Marcus Samuelsson’s restaurant at the Perelman Performing Arts Center.
Christopher currently serves as Creative Director at Cardigan, leading design initiatives across a diverse set of clients and projects. In parallel, he works as an independent freelancer where he’s led work like promotional campaigns for NYU Skirball Center, brand evolution for Project Rock, a brand refresh for Rest Duvets, and a bold rebrand for AIGA New York.
Press
GDUSA - 2026 People To Watch (2026)
Creative Boom - AIGA NY unveils new identity (2025)
Brand New - New Logo for AIGA NY by Christopher Guerrero
8 Point Studio
Designer (2017-2020)
Pentagram
Designer (2020-2022)
Senior Designer (2022-2023)
Associate Partner (2023-2024)
Franklyn
Design Director (2024-2025)
Cardigan
Creative Director (2025-Present)2020