As Halo Industries grew from startup to industry leader in photon-powered manufacturing, they needed a brand strategy that could evolve with them. Their deep passion and cutting-edge technology demanded attention, but their brand foundation and online presence didn’t stack up.

We jumped right in and determined the character Halo Industries was playing in their space: The Lightbearer—a combination of the Rebel and Explorer archetypes. A true disrupter, Halo helps others discover new ways to free themselves from past constraints. Since they are paving their own way and shaking up their industry, this felt like the perfect fit.

As we started to think about their brand expression, we crafted a messaging framework around "Enlightened Engineering" that balanced technical precision with collaborative partnership, replacing dry specifications with dynamic stories about unlocking new possibilities. This allowed their big idea to take the spotlight: the future is photon.

Using their new story as the North Star, we went to work creating a refreshed digital identity. We evolved their existing mark—keeping its roots, but bringing a fresh, modern feel. Then, we built a flexible design system and a scalable visual language that works across digital and physical applications. The color, the type, the logomark, the wordmark all present Halo as innovative, trustworthy, and future-focused, tying together their brand and connecting their product to its impact on the world.

My roles: Brand strategy, messaging, concepting, copywriting, UX writing | collaboration with the team at TinyWins