As Design Director at Magic Leap, I spearheaded a branding summit, with the executive team and key stakeholders participating. I led brand discovery activities, which helped reveal the intrinsic qualities of the brand, and distilled them into brand values, achieving consensus among stakeholders. From there, I developed Magic Leap's brand identity and brand guidelines. Leading a team of internal designers and external vendors, I applied the brand and guidelines across a broad spectrum of media, including Magic Leap's award-winning website, packaging design, brand and on-device font, print and digital collateral, logos, swag, exterior signage, branding of physical product, trade show graphics/elements, augmented reality experiences, flagship interior designs.
