Illumina

As Creative Director, I led a multidisciplinary team to turn Illumina’s core metaphor of light into a brand system that touched every part of the experience. From visual design and motion to environment, photography, and messaging, every detail worked together to express the scale, clarity, and promise behind Illumina’s science. We used light fields, gradients, backlighting, and cinematic behavior to create a cohesive identity that could flex across platforms while staying emotionally resonant. The result was a unified brand that reinforced Illumina’s leadership and connected more deeply with internal and external audiences.