ARCHETYPE. / 

ART.DESIGN.MUSIC.VIDEO.

ARCHETYPE. is based in sunny Los Angeles & ran by artist/designer/editor/music producer, Daniel Morris (NO/FI). 

 A graphic designer & former Gallery/Fine Artist turned Video Editor/Motion Graphic Designer & Creative Director, Morris runs the creative gamut. Starting out in bands & hip hop groups in the late 90's he would eventually leave his home of Louisiana in 1999 for sunnier pastures out west in Los Angeles to pursue dreams of being a music producer. Living in LA Morris fell in love with the vibrant street art & graffiti covering his neighborhood & naturally began to dabble in it himself, living out his teenaged fantasies of being a graffiti artist in a big city, signing his work with "NO/FI". This eventually led to his work being sold in galleries & to private collectors all over the world. He was at one time represented by Gallery1988 on Melrose Ave. in Los Angeles.

  At the behest of a longtime friend Morris was urged to try his hand at motion graphics since a large part of his gallery & street work was graphics based as well as the fact that he was supplementing his art income by doing freelance jobs designing apparel graphics for men's street wear brands & various other clients. Morris, a self taught artist also taught himself motion design which led quickly to working in television for the company of the same friend who suggested he try it in the first place. While freelancing for the company doing graphics he would also produce music for some of the shows he was working on & started to edit show packages here & there. This eventually led to a full-time position where all of his myriad skills were put to use & he would ultimately become a lead editor, turning in complete 22 minute shows at broadcast standards that he would often times cut himself from start to finish while simultaniously working on 2 or 3 other shows.

 ARCHETYPE. was founded in 2012 after a series of art videos put online by Morris as NO/FI were seen by a past client who hired him to make a commercial, music video & T-shirt design for his hip hop super group, La Coka Nostra & clothing label, HELLFIRE CANYON CLUB with Steve Jones of the Sex Pistols. That spiraled off into more & more video work for hip hop impresarios the likes of EL-P (of Run the Jewels/Def Jux), ILL BILL (of Non Phixion), DJ Premiere (of GangStarr), Lil' Fame (of M.O.P.) & most recently the guy everybody thought was NAS' secret alias, YOUR OLD DROOG.

 All of this while maintaining his role as Creative Director for the clothing & art/toy brand he co-founded in 2010, SLAVExONE DAMAGED GOODS CO. He is responsible for creating the brands identity, all design collateral, every apparel graphic, line sheets, packaging, website & monthly adverts for Clutter Magazine. In this position Morris was additionally responsible for handling manufacturing, acquiring sales accounts & delivering product due to the small size of the company.