CORAL

Brand Identity, Art & Creative Direction, Copy, Product & Packaging Design


Coral entered one of the most competitive markets in consumer technology. Competing against iRobot, whose marketing budget exceeded $200 million annually, meant the company couldn't rely on awareness alone. It needed a clear point of view.

As Brand Director, I led the brand strategy and creative direction across every customer touchpoint—from identity, product, and packaging to digital, retail, and launch. Rather than positioning Coral around engineering specifications, we built the brand around a more human philosophy: technology should feel intuitive, approachable, and seamlessly integrated into everyday life.

This thinking shaped every aspect of the experience. We developed a bold visual identity that broke away from the sea of minimalist tech brands, art-directed lifestyle photography that emphasized warmth over machinery, and refined the product experience to make advanced robotics feel accessible to a broader audience. I also created The Atlas, Coral's internal brand manifesto, aligning engineers, designers, executives, and agency partners around a shared vision and design principles.

To introduce the brand, we developed an integrated launch strategy spanning PR, influencer partnerships, experiential activations, and e-commerce. The campaign generated national coverage from WIRED, Gizmodo, The New York Times, and Forbes, while targeted pop-ups and partnerships built momentum leading into CES.

Within two months of launch, Coral received the CES 2019 Innovation Award for Robotics, opening doors to major retail partnerships with Best Buy, Walmart, Target, Amazon, Kohl's, Bed Bath & Beyond, and QVC. By combining brand strategy, product design, storytelling, and customer experience into one cohesive system, Coral grew from an ambitious startup into a nationally recognized consumer technology brand, generating $32 million in sales during its first year.