Oakley Meta
For the launch of Oakley Meta’s brand partnership introducing AI glasses, our team at Moniker collaborated closely with Meta Wearables to bring this new brand 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, as art director and designer, 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.
The vibrant yet restrained color palette, accented with a signature orange and Meta blue, supported art direction for lifestyle and studio photography, 3D renderings, and animation.
Color was a key part of the visual identity, guiding a cohesive and premium feel, using blue, black, and orange, signifying where technology meets 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.
We balanced Oakley’s bold, impactful sans-serif font with its legacy serif typography, scaling it for use across multiple channels.
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