At Magic Leap, I led the expansion and implementation of the company’s new brand identity. This included creating and writing new guidelines for logo usage, typefaces and typesetting, web design, information design, as well as built environments and art direction. The new identity not only helped Magic Leap pivot from a consumer-focused company to an enterprise-focused company, but the executive team directly cites the new identity as one of the main factors in securing new funding and partnerships. The effort resulted in a transition from conventional PDF-based guidelines to a robust web-based toolkit that can be easily used and accessed by all employees and partners.

I designed and creative directed Binaurale’s brand identity, including their bottles and primary packaging, their website and social presence, and their ads and emails. I also created their 3D renders and art directed their photoshoots. The result is a fragrance brand with a playful identity that stands out in the minimalist sea that is niche fragrance.