Iru
We worked with the Apple focused company, Kandji, to expand into a new IT brand called IRU. This overhaul included a new brand identity, a new website, a suite of product videos and UI animations, and a package of paid ads and OOH content. I was brought on to direct motion and help shape a motion-led brand.
I began by developing the brand’s motion system—defining how gradient panes move, form, and communicate — alongside AI usage, typography, and iconography, forming the basis of our UI and product videos.
Creating a visual identity for Iru AI was a high priority for the client. We took the gradient panes a step further, introducing more movement and glass morphism to distinguish AI from the rest of the brand. Much of the identity was designed directly in motion, resulting in ownable animations that express different agentic behaviors across IRU’s website and product.
The biggest lift was creating product videos for Iru’s website and paid ads. Alongside six core product videos, we produced a “Meet Iru” motion piece for social and primary advertising, with each asset versioned into 30, 15, and 6-second cuts across multiple aspect ratios.