WE ARE ALL ORIGINAL

Creative Direction / Visual Identity / Logo Design / Motion Graphics / Campaign Toolkit

We Are All Original is a campaign celebrating individuality, creativity, and self-expression. The brief was to craft a bold, authentic visual identity that could flex across a wide range of platforms—social media, brand experiences, influencer activations, and media partnerships.

As Creative Lead, I developed the overall look and feel, designing a campaign logo and motion graphics system rooted in the concept of personal mark-making. The identity centers around hand-drawn textures and expressive visual elements to emphasize the idea of originality—leaving your mark on the world.

To balance the clean, iconic lines of the Smiley brand, I layered in tactile, print-inspired textures and raw, illustrative gestures. This contrast brought a sense of humanity and imperfection to the design language—underscoring the campaign’s message that being yourself is your greatest strength.

I also created a comprehensive design toolkit to ensure consistency across all campaign touchpoints, while allowing flexibility for collaborators and partners to express their own take within the framework.

The result is a vibrant, scalable identity that celebrates uniqueness while staying grounded in Smiley’s optimistic, feel-good energy.