Joseph J. Setton

Joseph founded Plusign, a creative studio in 2009. Together him and his team of design and technology die-hards work on projects that run the gamut from Branding and Identity to User Experience and Engagement, relentlessly applying their passion to turn briefs into ideas, and ideas into meaningful experiences.

Before Plusign, Joseph has spent the last 12 years in the media and design industries wearing a variety of different hats. He co-founded O+ recordings in 1998, a record label concentrating on the musical relationship between urban movements like Hip-Hop and Dancehall Reggae and more traditional forms of world music, releasing and promoting records by the likes of DJ Premier protege Afu-Ra and Wu-Tang Clan affiliate Killah Priest. During this time he also brought his love of music to the airwaves, co-hosting the "Reggae Riddims" radio show on New York's WKCR 89.9 FM and toured internationally as a DJ.

In 2001 Joseph partnered with respected artist Romon "Rostarr" Yang to help him market and promote his D®GS & Patois clothing lines, together they took the brand from its early stages to being present in top tier boutiques such as Alife (NYC), Barneys New York, Colette (Paris) and United Arrows (Tokyo), and working on collaborative projects with renown fine artists Jose Parla and the Barnstormers.

Armed with a unique knowledge of both music and fashion, Joseph worked as a consultant and archivist on the award-winning documentary "Just For Kicks", forging relationships with the major brands portrayed in the film (Nike, Adidas & Puma) in order to secure rights to some of their most iconic campaigns and designs. This insider perspective coupled with his past experiences in media prompted Joseph to pursue a career in the world of branding, design and advertising, first as Art Director for Swiss Agency BURO CREATIVE working with clients such as the ADA (American Diabetes Association) and then for boutique agency Malbon Farms, crafting highly targeted branding operations for the likes of SCION Motors (Toyota), Boost Mobile (Sprint), Burton Snowboards, Caterpillar and Coca-Cola as well as Art Directing the Agency's cult publication Frank151 with guest curators the Marley Family, Musician Lenny Kravitz and skateboarder turned actor Jason Lee.