Art Direction | Brand System | Digital Experience

Dadalab is an Austin-based immersive art studio working at the intersection of light, sound, sculpture, and emerging technology. The challenge was to build a visual identity that could communicate their multidisciplinary practice — equal parts art studio, technology lab, and experiential production team — without feeling abstract or inaccessible.

Creative Direction

The goal was to position Dadalab as a cultural and technical force, not just an event vendor. The visual direction needed to reflect immersion, dimensionality, and sensory depth while remaining structured enough to communicate credibility to agencies, brands, and institutional partners.

The system drew from the language of light, projection, and spatial layering — creating a brand presence that felt atmospheric and experiential rather than flat or purely graphic.

My Role

As Art Director, I led the visual strategy and brand system development, defining:

• The studio’s core visual language and identity framework

• Art direction for how immersive work is documented and presented

• The digital experience and website structure

• Campaign visuals and messaging approach for experiential projects

• A presentation system that translated physical installations into compelling digital narratives

Key Decisions

• Experience over decoration: The identity emphasized depth, contrast, and spatial composition to mirror the studio’s immersive environments.

• Art + tech balance: Visual restraint and strong typographic structure grounded the work, preventing it from feeling like abstract “tech art.”

• Documentation as storytelling: Photography and video direction focused on human scale and interaction, helping audiences understand the emotional impact of installations.

• Dimensional system: Layering, light gradients, and spatial framing became core elements of the brand language, echoing the studio’s physical environments.

Outcome

The result was a cohesive brand and digital presence that positioned Dadalab as a leader in immersive art and experiential production. The new identity helped translate complex, multi-sensory installations into a clear, compelling narrative — strengthening their appeal to artists, technologists, and event partners while reinforcing their reputation as innovators in the field.