Dreambox
Creative Agency Rebrand
San Dimas, CA
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Art Director
Creative Direction
Photography Direction
Voice & Tone
2021
As Art Director at Dreambox, I led the creative direction for the agency’s full rebrand, an evolution designed to honor our 25-year legacy while positioning the brand for a future built on human-led creativity and responsible AI.
Dreambox has long stood as a creative partner agency to over 150+ hospitality brands, known for a thoughtful, curiosity-driven process that blends digital expertise with human insight. The rebrand needed to reflect this duality: classic craft meets forward-thinking innovation.
Concept & Design Rationale
The new identity draws from an old-school meets digital age sensibility. The wordmark—clean, legible, and grid-based—balances modern precision with timeless restraint. Its rectangular form communicates structure and dependability, while the reimagined “O”, rendered as a perfect square, becomes a symbolic box—our “Dreambox.”
This box serves as both anchor and metaphor: a frame for client work, a table where collaboration happens, or a cursor—blinking and ready for what’s next. It’s not static; it morphs, spins, scales, and transforms to mirror the adaptability and continuous motion that defines our creative process.
Motion & Versatility
Through animation, the box comes to life, reflecting the evolving nature of ideas and the interplay between technology and creativity. Whether framing client work or acting as a playful digital element, it captures the spirit of Dreambox—always thinking, always moving.
Photography Direction
We built a photo direction system focused on real moments, capturing collaboration, personality, and process rather than posed studio shots. While shooting HQ, capture human life and texture, energy. The look feels warm, candid, and intentional, balancing natural light and soft contrast to echo the Dreambox tone. I defined visual rules for composition and color to align photography with the new identity system and directed new image assets for use across the website, case studies, and social storytelling.
