Shark AI Robot

Project Overview:

Shark was preparing to launch its next-gen AI-powered vacuum robot, and needed a bold new visual identity to match the cutting-edge tech. This meant not just one design—this meant exploring a full ecosystem of looks, visual styles, and design iterations that would be seen everywhere: on product packaging, in-store displays at retailers like Target and Walmart, digital ads across Amazon, on their website, and across social platforms.

Objective:

To develop a compelling, premium-looking visual direction for Shark’s new robot vacuum that could flex across all customer touchpoints—retail, e-commerce, and social—while pushing the boundaries of consumer tech design.

Challenges:

Consistency Across Touchpoints – The visuals had to feel cohesive whether they were on a physical box or in a 300x250 banner ad.
Balancing Premium with Accessible – Shark wanted to compete with high-end competitors, but still maintain approachability and mass-market appeal.
Fast Iteration, High Stakes – With multiple internal and external stakeholders involved, we had to quickly iterate while maintaining clarity and cohesion in the creative direction.

Design Process:

We kicked off with collaborative moodboarding and style exploration alongside E.J. Bravia (Creative Director) and a team of 4–5 talented designers. Over the course of 4–6 weeks, we cycled through a wide range of looks—playing with form, lighting, color palettes, and compositing—to find the perfect balance between innovation and brand familiarity. As Art Director, I steered the visual direction, ensuring every concept felt grounded in Shark’s brand DNA while still feeling fresh.

Outcome:

We delivered a final creative direction that Shark used across every major channel—from in-store packaging to Amazon ads. The final visuals were adaptable, visually striking, and helped position the robot as a best-in-class consumer tech product. Shark’s internal team ran with this direction and rolled it out across North America.

Key Achievements:

Successfully art directed a flexible design system that scaled from physical retail to digital campaigns.
Developed visual routes that aligned with Shark’s strategic push into premium markets.
Delivered highly polished assets on a tight timeline with a multi-disciplinary team.
Set the visual tone for the product across the U.S. retail and digital market.