Joey Martel (aka. marteloys)

Athlete from a young age, my competitive spirit shaped the way I see the world.

Growing up between sports and video games, I started asking questions that had nothing to do with the scoreboard (for the most part ;-)). Why is this stick considered the best? What makes one car feel premium and another just reliable? Why does one brand capture attention while another goes unnoticed? The answers were rarely about the product itself... it was a matter of positioning, perception, and process.

That curiosity pushed me toward design. I've always had an eye for what looks good, an instinct I couldn't ignore. But as I progressed, I realized that beauty alone isn't enough. Winning brands don't just look good. They have a vision. Every choice serves a purpose. Every detail is intentional.

So I built a skillset around that conviction. I studied graphic design, then pushed into motion and 3D, learning After Effects, Cinema 4D, and Houdini to bring static ideas to life with movement and depth. Today, I design and develop interactive experiences and my own creative tools, like GRAPHXCS, to deliver work that doesn't just move, but communicates and captures attention.

That's the intersection where I operate: where aesthetics meets intention. I don't create just to decorate. I create to solve, position, and elevate. And the competitive instinct that started on the ice now drives me to push further on every project. My goal is to deliver work that isn't just visually striking, but built to perform.