// You Ain't See Nothin' Yet
Ray-Ban Meta had traditionally been positioned as a tech gadget, which kept the product from reaching broader adoption. To shift its perception, we set out to bring the product back to Ray-Ban’s roots: reframing it as a stylish everyday essential rather than a piece of novelty tech. Featuring Doja Cat and Teyana Taylor, the result was a cinematic, social-ready campaign that fused fashion and technology into a single iconic visual language, repositioning Ray-Ban Meta as a wearable cultural staple.
Role: Design Lead
Agency: Studio Herrström / ALTO
< UNIFIED DESIGN LANGUAGE >
Designed for scale, all assets needed to be adapted across 20+ countries and 10+ languages across digital, display, and print. By using a clear compositional framework, it enabled localization while preserving a consistent visual identity across every format and market. This principle was then extended into motion, allowing teams to carry the same design approach into animated executions.
< CULTURAL IMPACT >
Ray-Ban Meta is no longer another tech gadget that people ask questions about. It's something they wear, style, and show off. By treating the glasses as fashion first and technology second, it gave the product a place in everyday culture instead of just in tech conversation.
