Building a brand system from scratch for a hardware startup that became Time Magazine's Best Invention of 2025.
INTRO
Lotus built a smart ring that solves a real problem — making homes accessible for people with limited mobility. Point at a light, and it turns on. No apps, no complicated setup. It's hardware designed for people who are often an afterthought in smart home technology. When I joined as Creative Director and Head of Creative, I became the creative partner to the CEO, establishing the brand strategy and identity system that would help this groundbreaking product break through. I built the foundation, then led the execution: directing content designers, web designers, motion designers, and editors across product packaging, digital platforms, social content, and experiential moments. I art directed photography and videography, managed external agencies, and brought brand thinking into product decisions.
ROLE
Head of Creative
COMPANY
Lotus
WHY IT MATTERED:
The product is groundbreaking — but in a crowded market, even exceptional hardware gets lost. A strong brand made Lotus media-friendly, giving press something easy to understand and share. The result: 196 media mentions in two years, Time Magazine's Best Inventions 2025, Washington Post, Fast Company, 56 CES mentions, SXSW recognition, 32 podcast interviews, and a Shark Tank deal. The attention came because the product is exceptional. The brand ensured people could see that.
THE BRAND IDENTITY
