LevelUP: A New Identity for a New Reality

Reality has a look. So does the place you go to escape it. Level UP needed a brand identity that could hold its own against the worlds inside its headsets — so that's exactly what we built. A note on the illustrations: the hyper-realistic imagery in this project was generated with Midjourney. At the time, AI image tools were just emerging, and for a VR company, using one felt conceptually right. In a professional context, I would collaborate with a 3D artist or illustrator. I see AI as a tool for exploration, not a replacement for human craft.