Lead responsibility for brand strategy, brand identity development, implementation, and communications

Brand foundation, narrative and strategic idea, positioning, brand identity, web design, implementation, activation, app, product, social media, trade shows, events, PR

LIKE MAGIC offers hospitality companies a powerful platform that combines operations and guest experience in one smart system. The product was strong. The communication was not. The brand felt generic, visually weak, and short on message clarity.

Nothing LIKE MAGIC does is actually magic. But for everyone using it, it feels that way. That shift moved the brand away from clichés, tricks, and tech fantasy. It also set the standard for every touchpoint: every interaction with LIKE MAGIC should feel as seamless, intuitive, and smart as the product itself.

It works like magic.

The work established a clear brand foundation, a sharper positioning, and a strong communications idea for the full brand system. The verbal identity became bolder and more direct. The visual identity became radically simpler: black, white, and a wordmark stripped to its essentials. At the center sat the LIKE MAGIC Circle, a flexible device that moves through the entire system as interface, frame, button, cue, and motion element. Smooth operator!