LAIKA
CREATIVE DIRECTION
IDENTITY
VISUAL DESIGN
Bicycling and electric two-wheelers are among the fastest-growing modes of transportation on earth, yet fear of theft and collision remains their greatest barrier. In partnership with Scoot, Laika is a crowdfunded insurance entity that protects urban riders across major cities—so they can ride and park with confidence, and we can continue to innovate in the mobility space.
PROCESS
Laika crowdfunds bicycle and EV insurance, creating a shared model of protection rooted in community. Customers distribute risk collectively—and gain security, confidence, and agency in return.
Insurance is rarely seen as fertile ground for brand exploration. My approach to traditionally “buttoned-up” categories is to identify high-level strategic angles first, then unlock design-forward opportunities precisely where expectations are lowest
A FAST BRAND
As a fast-turnaround brief, I leaned on typographic fundamentals and a highly recognizable hero: the dog. Not for cleverness, but for instinct — a system designed to move fast, stay loyal to what works, and discards what doesn’t.
THE WEB TEST
Early web compositions pull a system together, and expose its holes. They are the fastest way to pressure-test a brand system under real constraints. When it works, type, color, imagery, and iconography lock together naturally, informing tone of voice, taglines, and the overall feel of the brand in a single, integrated moment.
VERBAL IDENTITY
Strategy typically initiates verbal identity. But working at this pace, visual and verbal systems were developed in parallel. The clarity and precision of the visual system created space for language that was equally direct — yielding taglines like “Stay in the Saddle” and “Keep Your Shit” that were intentional, unpolished, and impossible to ignore.
TYPOGRAPHY
Odudo Soft is the happy, rounded sans serif member of the Odudo family. Bubbly and charismatic, the rounded corners of Odudo Soft offer a carefree feel in typically “stiff” industries. Ideal for casual, informal applications, Odudo Soft brings a relaxed and cheerful attitude to dry endeavors hunting for mass appeal.
SUB-BRANDING
In building new systems, I pay special attention to secondary and tertiary elements: iconography, patterns, and textures that lend themselves not just to ad collateral, but unexpected partnerships.
MOBILE EXPERIENCE
Product development often trails behind Brand Strategy and ID. This creates big opportunities to map out differentiators early, and encourage new digital experiences before things cement.
MARKETING COLLATERAL
Regardless of the initial scope of a company’s first stages, I like to plan for success and show collateral that extends the brand across mediums and channels. This helps the company and principals get excited about what’s possible, and expand the Vision.
PACKAGING DESIGN
Print and package design remain the clearest measure of an identity system’s efficacy—its ability to show up anywhere, excite anyone, and support growth in any direction. Physical packaging is a brand’s front line, where product meets real people. We only think we live in a digital world.
MERCHANDISE DESIGN
Branded merchandise is about more than checking a box. It allows customers to buy directly into a company’s mission. It touches the skin — an intimate, consequential step in building audience-driven brands.
INNOVATION MEETS RISK
People like the idea of “going Green”: reducing their environmental footprint, and being free of costly automobiles. But growth in these areas is stifled by risk.
Unless we can protect alternate assets ["Keep Your Shit"] and feel safe on the road ["Stay in the Saddle"], these lifestyle changes won't permeate the culture. If we can make life on two wheels feel more assured, we can resuscitate innovation in mobility, and fuel the momentum of city life.