Overview
Client: Lost Fish
Role: Art Direction, Visual Identity
Year: 2024
Scope: Brand system, digital experience, 3D illustration, animation
Role: Art Direction, Visual Identity
Year: 2024
Scope: Brand system, digital experience, 3D illustration, animation
The Brief
Lost Fish is an AI-driven platform with a technically complex product. The challenge was to translate that technology into a visual language that felt innovative yet calm - clear, human, and approachable rather than overwhelming.
The Idea
The creative direction focused on balance: pairing technical credibility with warmth and clarity. The brand needed to feel intelligent but intuitive - advanced without feeling cold.
Illustration and motion became storytelling tools, helping users understand the product through narrative rather than explanation.
The Work
I led the creative direction across all visual outputs, delivering a cohesive brand system that included: A suite of bespoke 3D illustrations narrating key user actions across the website, a visual style built around soft character forms, pastel tones, and fluid environments, two custom 2D logo animations.
One animation was designed as a subtle ambient loop on the homepage, adding movement without distraction. The second functioned as a branded holding screen while dynamic content loaded, turning a functional moment into a considered brand touchpoint.
I also storyboarded and art-directed a 3D animated explainer film for investor decks, ensuring the product story was communicated clearly and consistently at every stage.
The Impact
The final system unified Lost Fish’s digital presence - strengthening brand recall, supporting user understanding, and presenting the product in a way that felt both elevated and accessible. Across web and investor-facing materials, the work helped position Lost Fish as a confident, human-led AI brand.
