Visible Mobile is a digital-only wireless service that launched in 2018. While at Madwell, I worked with Visible on projects ranging from paid media design to photo and video direction, and eventually introduced the brand's first illustration system.

Paid Media Design

While working as a designer at Madwell, I collaborated with a team of 6-8 copywriters, designers, and animators to conceptualize, pitch, and build out as many as six Visible campaigns per month, with placements across digital, social, and OOH.

Brand Activations

Photo Direction

Pentagram designed Visible's brand identity, which centers around its striking Klein blue and emoticon motifs. Madwell expanded the brand by introducing secondary colors and photography.

I became involved in Visible photoshoots when I was asked to develop concepts for a few social posts. As I gained experience and trust, I started working on larger scale shoots with bigger budgets, more creative freedom, and applications beyond the IG feed. Working closely with L'Eloi, I concepted and sketched scenarios, helped choose models, wardrobes, and set-pieces, and gave on-set input during the shoots. 

Photography: Productions L'Éloi
Production: Andrea Buccilla
Copywriting: Brian Naujelis, Charity Lombardo
Design Leads: Jeff Gillette, Chris Church, Courtney Schopfer
Design: Wake Coulter, Caroline Ganson, Armando Gian, Charlotte Ableman

Illustration System

After working with Visible for two years, I was asked to create an illustration system for the brand. I experimented with a few different approaches, but settled on a system built around the brand’s central graphic element, the emoticon, which was broken down and used as a starting point for a more expressive visual language.

I spent the next few months building out a library of illustrations for various brand touchpoints that could be used across web, social, and beyond.