Brights is an AR-powered loyalty campaign developed by Live Animations for major retail chains. The campaign combined physical collectibles with an interactive mobile experience, turning a traditional loyalty mechanic into a playful story-driven universe.

My role was to develop the complete visual identity and design system for the campaign, from the initial concept and art direction to final production-ready assets.

I designed the Brights brand identity, including the logo, visual language, character presentation, packaging, collectible caps, collector album, tubes, shelf talkers, retail stands, posters, and other in-store materials. I also developed key visual concepts for the campaign’s marketing communication and outdoor advertising.

Beyond the creative direction and design itself, I prepared the complete set of production-ready artwork and print filesfor all physical touchpoints, ensuring consistency across different formats and applications.

The result was a cohesive visual system that connected the physical retail experience with the AR game and helped bring the Brights universe to life across the entire campaign.