OMI Headspace Self Driving Car

Project Overview & Strategy

Role and scope

• Brand Identity & Strategy
• Visual System Development
• Creative Copywriting
• Spatial & Guerrilla Marketing

Objectives

• Establish a unique personal brand that reflects a "Quiet, Confident" aesthetic.
• Create a flexible visual framework (the [ ] system) that can adapt to any context.
• Invite the audience to pause (the "Pause" philosophy) and engage with the depth behind the surface.
• Demonstrate the power of "Intention" through minimal but high-impact design.

AudienceCreative directors, potential collaborators, and a generation of viewers who seek substance behind aesthetics. People who appreciate the beauty of a well-placed word and the silence between the lines.

ApproachThe project is built on the concept of the 'Active Pause.' The visual language is intentionally restrained to allow the 'message' to breathe. By using the brackets [ ] as a framing device, I direct the viewer's eye to specific truths—whether it's a blue fragment of a building or a fleeting emotion. The design doesn't shout; it speaks with a calm authority that commands attention.

Design highlights

• The Bracket System: A minimalist anchor that serves as both a logo and a framing tool. It represents the "Shane says" perspective—naming and defining the world.
• Typographic Silence: High-contrast use of typography where the negative space is just as important as the characters.
• Cinematic Color Palette: Using 'Electric Blue' as a sudden spark of energy against a neutral, sophisticated background to represent a "spirit of discovery."
• Guerrilla Intervention: Physical installations in mundane spaces (hallways, corners) to prove that design can change the atmosphere of a place without being loud.

Visual language

• Type: A mix of a sharp, modern Serif for a literary feel and a clean Sans-serif for structural clarity.
• Color: Deep blacks, soft off-whites, and the signature Blue Spirit accent.
• Imagery: High-grain, cinematic photography with focus on textures and "unseen" details.

InteractionsOn the digital platform, the brackets act as an interactive portal. Hovering over a word reveals the "depth" (the thought process), while slow, rhythmic transitions mimic the act of deep breathing and contemplation.

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Outcome & Impact

OutcomeThe project successfully established a distinct professional persona, moving beyond the role of a 'graphic designer' to a 'creative strategist and storyteller.' It served as the foundation for my freelance practice and a manifesto for my design approach.

• Identity Cohesion: Created a unified voice that seamlessly connects physical installations, digital portfolios, and social media.
• Conceptual Depth: Proved that a minimal visual system can carry heavy emotional and intellectual weight.
• Community Engagement: Sparked "Pause" moments during the exhibition, where visitors spent 3x more time reading the narratives compared to traditional visual displays.

“shane says [ ] isn't just about what she sees; it's about how she makes us see the world. It’s a quiet intervention that leaves a loud impression.”

Services deliveredBrand strategy, visual identity design, copywriting, exhibition design, and creative direction.

ToolsFigma for digital systems, Adobe Creative Suite for visual assets, physical materials for guerrilla installations, and Webflow for the living archive.

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