BLU is a global brand looking to connect with a new generation of adult consumers through meaningful, modern experiences.
“This Way Up” was developed as an immersive brand activation that transforms a simple directional symbol into a spatial journey.
“This Way Up” was developed as an immersive brand activation that transforms a simple directional symbol into a spatial journey.
The project explores how physical environments can communicate brand values, guiding people through a curated path that blends architecture, storytelling and interaction. From visual identity to installation design, every element was crafted to create a cohesive and memorable experience that invites users to engage, explore and share.
I was responsible for shaping the overall creative vision of the project, defining how the brand would translate into a physical and immersive experience.
From concept to execution, I developed a scalable system that connects visual identity, spatial design and user interaction. My focus was to ensure that every element worked as part of a unified narrative rather than isolated deliverables. I also leveraged AI-driven workflows to expand creative exploration and optimize production processes.
