Creative Direction : Brand Systems
In 2025, Meta and Microsoft deepened their strategic partnership with the launch of the Meta Quest 3S Xbox Edition — the first-ever limited edition hardware in Quest's history. The challenge was significant: tight deadlines, an ambiguous brief, and the need to harmonise two of the world's most recognisable tech brand identities into a single, cohesive product.
As Creative Director for the VR Brand Portfolio team, I authored the Campaign Brand Toolkit — a high-fidelity set of brand guidelines that replaced fragmented briefs with a strategic and actionable creative system. The core challenge was harmonising two of the world's most recognisable tech brand identities into a single, cohesive set of brand foundations without compromising either.