The Lab
Where Brands Get Built
Strategy first. Design always.
Every engagement starts with a question:
What does your brand need to do in the world? The answer shapes everything — from logo design and brand identity to campaigns, events, and experiences that people can't stop talking about.
01 / Discover
We start by listening. Brand audits, competitive landscape analysis, audience mapping, and the right questions - before a single pixel gets placed.
02 / Define
Strategy before design. Positioning, messaging, voice, and a creative brief that gives every decision a reason to exist.
03 / Design
This is where The Lab comes alive. Identity systems, campaign concepts, experiential frameworks, digital environments - built with intention and delivered with craft.
04 / Deploy
A brand only works when it's in the world. We support launch, rollout, and ongoing brand governance to make sure everything that carries your name looks like it belongs together.
What We Build
Brand Strategy
& Positioning
The foundation everything else stands on. Whether you're a startup building from scratch or an established brand finding your next chapter, we define who you are, who you're for, and why it matters.
· Brand Positioning
· Naming
· Messaging Architecture
· Competitive Analysis
· Launch Strategy
Brand
Identity Design
Your logo is the first thing people see — and the last thing they forget. We design logo systems, visual language, color, typography, and the full suite of assets that make a brand remarkable.
· Logo Design
· Brand Identity Systems
· Style Guides
· Art Direction
· Logo Refresh & Rebrand
Campaign
Development
Integrated creative campaigns across digital, print, social, and experiential. Built around a single powerful idea that moves people to act.
· Campaign Strategy
· Product Launch Creative
· Photoshoot & Video Direction
· Multichannel Advertising
Experiential Design
& Activation
We design experiences people can't stop talking about. From pop-up shops to trade show design to large-scale event design and multi-city brand activations.
· Event Design
· Pop-Up Shop Design
· Trade Show & Convention Design
· Store Design
· Environmental Graphics
Brand Refresh
& Rebrand
When your brand has outgrown itself, we help you evolve. Logo refresh, full rebrand, or repositioning for a new market — respect for what's been built, ambition for what's next.
· Brand Audit
· Visual Identity Evolution
· Rebrand Rollout
· Brand Governance
Digital
Design
Digital design that works as hard as your brand. Website design, social media creative, email, and digital advertising — built for how people actually move through the world.
· Website Design
· Social Media Creative
· Email
· Digital Advertising
· UX/UI design
Innovation & AI
Design
We've launched NFT activations for the FIFA World Cup, co-created digital collectibles with world-renowned artists, and defined how global brands show up in Web3. AI-driven creative, phygital experiences, community design.
· Web3 Creative Strategy
· Digital Collectible Design / NFT Design
· AI Creative
· Blockchain Branding
Creative Consulting
& In-House Engagements
Available for embedded creative consulting — working directly within ad agencies, startups, and brand teams in New York City as an in-house creative partner.
· Embedded creative director for hire, NYC
· In-house brand consulting for agencies and startups
· Freelance Executive Creative Director / CCO-level creative consulting
Emerging
Brand Packages
Big-brand thinking, scoped for where you are now. Purpose-built engagements for growth-stage companies and ambitious founders who are ready to build something real.
· Brand Strategy and Identity for Startups
· Logo Design and Brand Launch Packages
· Founder-focused Creative Engagements
Clients We Work With
We've worked with Fortune 500 teams and first-time founders — designing logos, brand identities, campaigns, and experiential activations for Jaguar Land Rover, Red Bull, Alphabet, Hilton, Reebok, Belvedere Vodka, Olay, Genentech and Budweiser, alongside startups and founders who needed big-brand thinking at the right scale.
Industries We Know
Luxury & lifestyle brands · Experiential & live events · Technology & SaaS · Web3 & blockchain · Health & wellness · Retail & consumer goods · Hospitality & hotels · Pharmaceuticals & biotech · Automotive · Financial services · Education & ed-tech · Nonprofits & purpose-driven organizations
Built in The Lab
From launching the FIFA World Cup's first real-time NFT activation to designing Reebok's ComplexCon experience that stopped a crowd — every project in The Lab starts with curiosity, strategic rigor, and the conviction that great design changes how people feel about a brand.
Budweiser x FIFA World Cup
First Dynamic Digital Collectible
10M+ impressions. 2× engagement benchmarks.
We launched Budweiser's first dynamic World Cup NFT — connecting global fans to real-world rewards through a fully integrated Web3 ecosystem. Choose your team. Follow the journey. Feel the game in a new dimension.
Olay × VaynerMedia
Social-First Campaigns
$1.5M in a Single Day.
A record-breaking Black Friday campaign that drove $1.5M in sales in a single day — exceeding every paid and social KPI. Creative that didn't just look good. It performed.
→ See the Work
Red Bull × Burnt Toast
Community Activation
120,000 Entries. 61 Countries. One Global NFT Collection.
In partnership with world-renowned Web3 artist Burnt Toast (Scott Martin), we introduced blockchain technology to the Red Bull Doodle Art Competition for the first time — transforming a global student art contest into a landmark phygital experience with an open mint on Nifty Gateway.
→ See the Work
Reebok ComplexCon & Sole DXB
Brand Activations
ComplexCon: 5,300 visitors · 7.5 min dwell time
Sole DXB: $200K+ PR value · 100K+ reach · 22,000 attendees
At ComplexCon — the cultural Super Bowl of sneaker and streetwear — we built an immersive 50×50' activation with Allen Iverson, Lil Baby, and sold-out drops that repositioned Reebok for a new generation. The work landed us an invitation to Dubai, where we designed the Sole DXB experience — a tribute to Biggie Smalls and Pyer Moss that felt less like a brand activation and more like a cultural monument.
ComplexCon, Long Beach →
Sole DXB , Dubai →
Jaguar Land Rover
18,000+ Vehicles Sold During Launch. Mohawk Design Award Winner.
Embedded as Creative Director within JLR's NYC design studio, we crafted the full digital creative launch for the Range Rover Velar and E-PACE — digital campaigns, video takeovers, print, and email. Mohawk Design Award winner.
We take on a select number of projects each year - working closely with founders, CMOs, and creative leaders who are serious about building brands that earn attention. If that sounds like you, let's talk.