Magic Leap
Brand & messaging evolution
Magic Leap needed to pivot from a consumer brand to a business-first AR industry leader with credibility among enterprise decision-makers.
Rebrand a multi-billion dollar company and launch the most advanced AR device on the market.
The Challenge:
Magic Leap was stuck in a familiar tech trap. After years of consumer-focused AR hype, they needed to transform into a serious B2B2C company. The Magic Leap 2 wasn't just another gadget—it was a professional tool that could profoundly improve the way people work.
Role:
When Magic Leap shifted from chasing consumers to serving enterprises, I led the messaging strategy that made AR feel less like a far-off fantasy and more like a practical, profitable decision businesses could make today.
Simplify complexity, demystify the unfamiliar, and make the novel business-critical.
Magic Leap was evolving from a consumer brand to a B2B2C brand. From 2022 to 2024 our team was tasked with overhauling its image.
The messaging and creative needed to change. Dense feature lists, technical jargon, and specs no one had previously heard of created walls instead of bridges. Enterprise decision-makers needed to understand both what AR could do and why it mattered for their business.
I wrote our brand messaging playbook and helped lead our messaging strategy, and ensured consistent tone and voice across every touchpoint, both digital and physical.
-
I built Magic Leap’s first true messaging source of truth—a 42-page guide covering everything from technology and patents to industry value. It replaced a scattered, inconsistent system with a single, clear, and compelling foundation for anyone to talk about Magic Leap 2.
-
Crafted keynote presentations and speaker notes for Magic Leap’s CMO and CEO at major industry events including CES and AWE—shaping narratives on the real value of AR, moving beyond metaverse hype, and spotlighting the innovations of Magic Leap 2.
-
Developed CMO’s presentation to the Public Investment Fund—work that helped secure hundreds of millions in funding for Magic Leap.
The strategy was progressive education—meet people where they are, whether they're AR-curious or AR-ready, and gradually build both understanding and confidence
Magic Leap 2 was a serious tool that could fundamentally improve the way organizations across industries worked. Every touchpoint needed to reflect that.
Instead of talking about “the future,” we spoke about the present: The people and organizations across industries already using Magic Leap 2.
From on-device language to its web presence, industry events, whitepapers, and more, everything needed to change: No more 3D robots, whales, and tiny elephants.
I collaborated with BBC StoryWorks on Magic Leap’s feature in The Human Component series—providing edit notes and ensuring every detail aligned with our brand guidelines.
Videos showcasing real-world use cases and users helped demystify the role of augmented reality in the workplace. A new method of integrating AR content from the device into the camera feed gave viewers a clear, authentic look at the user experience.
Because advanced AR in the workplace was a nascent application, capabilities and features were contextualized by the benefits they offered during collaboration, training, remote assistance, and visualization.
We shifted the narrative from future-focused imagination to present-day empowerment, capability, and productivity.
Product demo & use case videos
Demoing augmented reality in 2D—and using only ~40° of a viewer’s field of view—is a bit like selling TV on the radio. After making the case, our engineers devised a way to map the 3D digital content seen on-device into video. The resulting app demos pulled double duty: they showcased real-world adoption of Magic Leap 2, the tangible benefits it delivered to customers, and its advanced capabilities in a compelling, industry-relevant way.
Magic Leap Workshop
Workshop is a Magic Leap app that allows multiple Magic Leap 2 users to collaborate on a shared visual asset, at scale and on premises. It enables more precise and efficient design sessions, more compelling client presentations, and faster alignment between teams. It’s the fastest way to bring ideas to life.
Magic Leap Assist
Assist is a remote assistance app that allows experts to connect with technicians in the field or on the floor, reducing downtime—saving companies travel money, lost profits, and making work smoother for everyone.
