Client
Jadu AR Inc.
Role
Head of Design
Work
Design Direction
User Interface
User Experience
Motion Design
Year
2025
Challenge
Jadu's visual identity no longer reflected the company's ambition or its shift toward more immersive, spatially aware AR products and experiences. The brand lacked a cohesive system, and the cinematic contributions, while creatively rich, were difficult to unify into a scalable design language.
We needed a new identity that connected real filmed environments with the digital layer of AR gameplay and storytelling.
Solution
My role was to lead the brand refresh, establishing a new visual direction centred around layered realities: the interplay between physical and digital.
A key component of the new brand system is the Hyperbloom gradient. A procedural red-to-blue-to-black spectrum that acts as our atmospheric visual core.
We incorporated spatial UI overlays and glitch elements that sit above real environments and digital characters. We shaped these elements into a cohesive visual system, creating a brand and UI framework that could scale across our products and marketing.
Jadu's new website acts as the clearest expression of this brand refresh. Built in Framer, it translates the brand into a structured experience with visual storytelling, microinteractions and procedural components that reference our AR vocabulary.
Outcome
The refreshed identity repositioned Jadu as an AR-first company with a bold, cinematic and digital-physical aesthetic. The new system elevated the company's presence across marketing, gameplay and product moments, giving Jadu a recognisable voice and a more coherent design foundation across teams.