Oakley Meta
For the launch of Oakley Meta’s brand partnership introducing AI glasses, Moniker collaborated closely with the team at Meta Wearables to bring their new visual identity to life.
The brand launch aimed to embody the future of sports performance and wearable technology through striking portraits of modern athletes, as well as fast-paced lifestyle photos and videos in action. Through strategic art direction, meticulous design execution, and robust brand guidelines, I helped establish a compelling new visual identity system for both Oakley and Meta alike.
Working with Meta and Moniker, I led the creation of the brand’s logo lockup and visual identity system, overseeing design and the development of a dynamic typography, color, and layout system.
We balanced Oakley’s bold, impactful sans-serif font with its legacy serif typography, scaling it for use across multiple channels.
The vibrant yet restrained color palette, accented with orange, supported art direction for studio images and 3D renderings, guiding a cohesive and premium feel. Orange was a nod back to Oakley’s origins and embodied the energy of sport.
To ensure consistency, we designed a flexible layout system and created a comprehensive visual identity guideline for both internal creatives and external partners.
Visualizing the system in context, we helped to create the initial campaign visuals for Oakley Meta’s premiere debut of the HSTN and Vanguard product series.
Oakley Meta
Client: Meta Wearables
Role: Senior Art Director & Designer
Creative Director: Nate Luetkehans